Industry news

Puma: winning in, and with, Africa?

For more than a decade Puma has been engaging in a marketing initiative that will, most probably, culminate in the brand enjoying the support of most of the African continent in the year when the world’s focus will be on this continent. With the exception of host country SA, Puma should be enjoying the support of the rest of Africa during the 2010 FIFA World Cup.

Puma CEO Jochen Zeitz visited SA at the end of last year to welcome Puma’s Il Mostro boat in Cape Town harbour after the first leg of the Volvo Ocean Race — and to give an update about African football and Puma’s road to the World Cup.

If FIFA’s pay-off line Winning in Africa with Africa bears fruit, the next few years should be interesting for the brand that will, no doubt, use SA as a springboard into the rest of Africa.

After all, as Zeitz points out: “We were in there when nobody else looked at Africa.” (see box).

The 2010 FIFA World Cup will be one of the biggest initiatives PUMA will undertake from a marketing and product perspective, Zeitz said. “The great tradition of African football has become Puma’s tradition. We are linked by an indomitable spirit, a passion for play and the desire to connect communities.”

Apart from having a strong presence on the field, they are also planning activities for fans and spectators off the field. “Just as we did at Euro 2008 and World Cup 2006, we want to introduce an element of fun and enjoyment for fans,” says Zeitz.

Despite FIFAs strict rules on ambush marketing (read more in It may be legal... but is it right?) Puma says there are many ways of celebrating a memorable world cup outside the official events. ”Expect music, expect art, expect surprises. The activities will not just be based on sport, but will have an African focus. It will represent the values that Puma strives for — including sustainability.”

Puma contributes to the local economy by sourcing products for the national team kits and replica apparel in SA — their local suppliers are Impahla in Cape Town, which was awarded in 2007 for its sustainability practices, Vimal in Durban and Suzi Products, also in Cape Town. All three companies meet the standards of Puma’s S.A.F.E specifications and have received “A” ratings (Read more in Sustainability: What brands are doing to make the world a better place).

Apart from their involvement in the Peace One Day campaign to promote world peace, Puma also supports the Grootbosch Foundation and has donated football product to the Grootbosch and Gansbaai community sports programmes, ensuring that underprivileged youth have the proper equipment on the field.

Their distinctive shoe shaped Il Mostro boat is often a frontrunner in the gruelling Volvo Ocean race that started towards the end of last year and is due to end in St. Petersburg, Russia, in June this year. The high media profile enjoyed by the boat skippered by Ken Read, has lent credibility to their yachting range in boating circles, which also translated into retail sales. Making it clear: Puma is about much more than football. “It is our largest commitment to sport yet,” says SA marketing manager Brett Bellinger, ”and it has paved the way for a new technical yachting product category for us.”

It is Zeitz, tired of being introduced as the youngest CEO of a successful international brand, who can grasp the marketing potential of special moments that will indelibly remain in consumer minds. Think about that wonderful moment when Usain Bolt crossed the winning line with his golden Puma shoes held high in triumph… surely a dream moment dreamt up by expert marketers? Zeitz laughs. “No, he did it all on his own. He told me afterwards that it was his special thank you to me for all the support we had given him.”

While the rest of the world has been experiencing a slump, Puma continued with their growth curve… global sales, profit and shares keep on looking good. Why? “Globally we offer a combination of sport performance and style,” says Zeitz. “We do everything in a stylish way, as we mix sport lifestyle and fashion. We are consumer friendly.”