Sport

Bolt among stars featured in Puma's new global campaign

'Forever Faster'

BY STEVEN JACKSON Business reporter jacksons@jamaicaobserver.com

Friday, August 08, 2014    

Print this page Email A Friend!


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.

ADVERTISEMENT

POST A COMMENT

HOUSE RULES

 

1. We welcome reader comments on the top stories of the day. Some comments may be republished on the website or in the newspaper – email addresses will not be published.

2. Please understand that comments are moderated and it is not always possible to publish all that have been submitted. We will, however, try to publish comments that are representative of all received.

3. We ask that comments are civil and free of libellous or hateful material. Also please stick to the topic under discussion.

4. Please do not write in block capitals since this makes your comment hard to read.

5. Please don't use the comments to advertise. However, our advertising department can be more than accommodating if emailed: advertising@jamaicaobserver.com.

6. If readers wish to report offensive comments, suggest a correction or share a story then please email: community@jamaicaobserver.com.

7. Lastly, read our Terms and Conditions and Privacy Policy



comments powered by Disqus
ADVERTISEMENT
ADVERTISEMENT

Poll

Do you think the current Enquiry will bring any benefit to residents of Tivoli Gardens?
Yes
No


View Results »


ADVERTISEMENT

Today's Cartoon

Click image to view full size editorial cartoon
ADVERTISEMENT