PARIS (Reuters) – German sportswear brand Puma is emphasizing speed at this year’s Olympic Games in a bid to stand out in the running and lifestyle market, where it competes with rivals Adidas and Nike. CEO Arne Freundt’s strategy is to increase sales of “performance” products like running shoes and soccer cleats, while also refreshing Puma’s “Forever Faster” message in its first brand campaign in a decade, launched in Paris, the host city of the Games.
As Puma aims to attract both casual and serious runners, its sponsorship of Jamaica’s Olympic team and top sprinters like Shericka Jackson and Elaine Thompson-Herah helps to align the brand with speed, according to Geoff Lowery, an analyst at Redburn in London. Lowery noted that while running spikes may not sell in large numbers, the association with iconic teams and top athletes adds credibility to Puma as a performance brand.
Freundt traveled to Jamaica in March, attending the country’s premier high school track and field meet for the first time in order to unveil the Jamaican Olympic kit. This event serves as a platform to scout young athletic talent and reinforce Puma’s focus on speed. “We need to clarify that Puma is synonymous with speed,” Freundt stated in an interview prior to the campaign launch. “This is a key aspect we need to solidify in consumers’ minds.”
Like other sportswear companies that sponsor Olympians and invest in marketing during the Games, Puma hopes that athletes breaking records in Puma gear will inspire spectators to explore its full range of products, creating a potential “halo effect” that boosts sales of marathon shoes and everyday sneakers.
In a landmark move, brands like Puma, Adidas, and Nike will now be allowed to celebrate their Olympic athletes’ medal victories on social media during the Games under new regulations by the International Olympic Committee (IOC). This collaboration with the World Federation of the Sporting Goods Industry marks a significant shift in online marketing rules during the Olympics. “The new IOC regulations will enable us to utilize that moment more effectively, offering congratulations to athletes through social media. It’s a win-win situation for both the Olympics and us,” Freundt remarked.
As Puma, Adidas, and Nike compete for consumer attention in the running and lifestyle sector, the Olympic Games present a unique opportunity to showcase their products and connect with audiences through their association with top athletes. With a renewed focus on speed and performance, Puma aims to leverage its partnership with Jamaica’s Olympic team and standout sprinters to strengthen its position in the market and captivate consumers.
Freundt’s visit to Jamaica and the launch of the Olympic kit at a key track and field event underscore Puma’s commitment to fostering young talent and reinforcing its brand message of speed and performance. By aligning itself with iconic teams and elite athletes, Puma seeks to enhance its image as a leading sportswear brand and differentiate itself from competitors in an increasingly crowded market.
With the upcoming brand campaign in Paris and the inclusion of Olympic athletes in their marketing initiatives, Puma aims to create a lasting impact during the Games and beyond. The company’s emphasis on speed and performance resonates with its target audience of runners and sports enthusiasts, positioning Puma as a frontrunner in the race for market share against industry giants like Adidas and Nike.
As the sporting world gears up for the Olympics, Puma stands ready to showcase its latest innovations and product offerings, leveraging its partnership with Jamaica’s top athletes to reinforce its brand identity and capture the attention of global audiences. The brand’s focus on speed and athleticism sets it apart in a competitive market, signaling Puma’s determination to emerge as a key player in the running and lifestyle segment.
With the launch of their brand campaign in Paris and the unveiling of the Jamaican Olympic kit, Puma sets the stage for a successful partnership with top athletes and a renewed focus on performance-driven products. As the Games draw near, Puma’s commitment to speed and excellence remains at the forefront of its marketing strategy, setting the stage for a compelling showcase of innovation and athleticism at this year’s Olympic Games.
(Reporting by Helen Reid)
