By Helen Reid
PARIS (Reuters) – German sportswear brand Puma is focusing on speed this year, leveraging the Olympic Games and its partnership with sprint champions Jamaica to compete with Adidas and Nike in the running and lifestyle market.
Puma CEO Arne Freundt is aiming to increase sales of “performance” products such as running shoes and soccer cleats. The brand is revamping its “Forever Faster” message in its first brand campaign in a decade, launched in Paris, the host city of this year’s Games.
Through its sponsorship of Jamaica’s Olympic team and top sprinters like Shericka Jackson and Elaine Thompson-Herah, Puma is aiming to align its brand with speed, according to analyst Geoff Lowery from Redburn in London.
Freundt visited Jamaica in March to launch the Jamaican Olympic kit at a high school track and field meet, showcasing the brand’s commitment to speed and athletic talent.
“We need to reinforce the idea that Puma is all about speed,” said Freundt in an interview ahead of the campaign launch.
Like other sportswear brands, Puma is betting on athletes breaking records in its gear to drive interest in its full range of products, from marathon shoes to everyday sneakers.
During the Games, brands like Puma, Adidas, and Nike will be able to celebrate their Olympic athletes’ medal wins on social media for the first time, thanks to new regulations from the International Olympic Committee and the World Federation of the Sporting Goods Industry.
“With the new IOC regulations, we will be able to congratulate athletes via social media, which is a win-win for both the Olympics and us,” said Freundt.
