Bolt among stars featured in Puma's new global campaign
SPORTS brand Puma yesterday launched its largest global campaign utilising stars, including Jamaican sprinter Usain Bolt, the company indicated in its financials.
The campaign kicked off in North America, Latin America and Asia Pacific, and will be launched in Europe, Africa and the Middle East shortly afterwards.
According to Puma, the campaign, named 'Forever Faster', is another step in the process of becoming the fastest sports brand in the world.
The financials quoted Chief Executive Officer Bjørn Gulden as saying: "We know that the repositioning of Puma and the turnaround of the business will take time."
Puma hopes to translate the campaign into increased activity for the brand, which recorded a 76 per cent year-on-year decline in second quarter net profit to 4.2 million euros.
"In terms of our brand repositioning, we have created the biggest marketing campaign in Puma's history and are now ready to communicate the repositioning of Puma as a true sports brand to our consumers and retail partners," the company said.
"The campaign demonstrates how our great athletes like Usain Bolt, Mario Balotelli, Rickie Fowler, Marta, Lexi Thompson and Ferrari are the epitome of our brand values."
Puma previously adjusted downward its sales forecasts as a result of the business developments and the continued uncertain economic environment in certain key markets. However, the company has a positive outlook for 2014 based on the economic rebound in key markets, the financials indicated.
"2014 continues to be a turnaround year for Puma, where the brand will be re-established in the marketplace and brought back to a path of profitable and sustainable growth in the mid-term. To support this turnaround, Puma will continue to invest strongly in marketing and sports assets, while maintaining tight control on other operating expenditures," stated the financials.
Last September, Puma re-signed Bolt, the six-time Olympic sprint gold medallist. The contract will last until the 2016 Summer Olympic Games in Rio de Janeiro. Details of Bolt's contract remained undisclosed.
Last year, US-based Forbes magazine alleged that Bolt's previous Puma contract signed in 2010 earned him US$9 million annually.