Puma Releases Limited-Edition Version Of Bolt's Orange Shoes

Sale Date For Bolt's Shoes Pushed Up After Performance

Puma in Japan on Friday began selling a limited-edition version of the "bright orange 'Puma Street Yaam' shoes" sprinter Usain Bolt wore during his record-setting performances in both the 100M and 200M at the IAAF World Championships in Berlin, according to the AFP. Puma Japan spokesperson Takayuki Goto said that the shoes, which are priced at about US$152 per pair, went on sale "three days ahead of their global launch," and that "dozens of pairs were sold about an hour after shops had opened." The shoes are named for the "yam vegetable [Bolt] ate as a child" (AFP, 8/21). Puma CEO Jochen Zeitz Friday said that Bolt's two record-breaking wins "have boosted sales" for the apparel brand. Zeitz noted that the company has sold out of products created for Bolt for the meet, including a "special Jamaica collection, his spikes worn in Berlin and a lifestyle-version of the shoes minus the spikes." Zeitz said analysts had estimated Bolt’s "media value" after the ’08 Beijing Games to be about US$358M; he "couldn’t say if that amount had changed after the successes in Berlin" (BLOOMBERG NEWS, 8/21).

JUMPING ON THE BANDWAGON: MARKETING MAGAZINE's Ed Kemp reported following Bolt's record performance in the 100M in August 16, Puma "distributed foam 'Bolt Arms' to fans around the stadium in tribute to Bolt's trademark pre- and post-race posturing." Jamaica-based mobile operator Digicel, another Bolt sponsor, is "planning a party for the athlete when he returns home" (MARKETINGMAGAZINE.co.uk, 8/18). Meanwhile, Gatorade runs a full-page ad in this week's issue of Sports Illustrated featuring Bolt in front of the electronic scoreboard with the record-setting time in the 100M (THE DAILY).

EMPLOYEES ONLY PAST THIS POINT: MEDIAPOST's Aaron Baar reported Puma is "looking to inject some personality into its brand by enlisting its employees to share their thoughts in a retail marketing campaign." The effort, "Puma Employees Only," features "photographs of employees and their random thoughts, including their love for chicken nuggets, desire for cupcakes and rants about unnamed ex-girlfriends." The campaign -- "which will run in the fall and reappear during the holiday season -- features 14 employees, many of whom will also be called upon to host in-store and off-site events, such as highlighting favorite spots in respective cities to hold scavenger hunts." In addition, six stores "will give shoppers the opportunity to write their own thoughts on a poster board to be displayed in the store, along with their photographs" (MEDIAPOST.com, 8/19).