adminBolt, the world’s fastest man who blew away his rivals to win three gold medals in Beijing four years ago, is also a key plank in the firm’s strategy to shift its focus from lifestyle clothing to sportswear.
Sportswear currently accounts for 35 percent of Puma sales but the firm’s boss Franz Koch wants to boost that to 40 percent and the company sees its sponsorship of double world-record holder Bolt as key to that aim.
“We are keen to underline that we are strong in both sectors, lifestyle and performance,” Puma’s head of international sports marketing, Christian Voigt, said.
Who better than the charismatic Bolt and the Jamaican team, also sponsored by Puma, to push the firm’s dual-track strategy?
“Usain Bolt and the Jamaican team allow us to build a bridge between lifestyle and performance, a bridge they built themselves,” said Voigt.
“The way of life in Jamaica, its music, its relaxed attitude, its style, its colours. This is also Puma’s spirit,” he said.
And Puma certainly aims to capitalise on Jamaican cultural history, hiring Cedella Marley, daughter of reggae legend Bob, to design the clothes for the team.
With profits hit by the eurozone crisis, Puma is hoping for a strong Olympics to revive its fortunes. — AFP.
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