SBD/June 13, 2014/Marketing and Sponsorship

Corner Kicks: Puma Going Bold With Mismatched Cleats During World Cup

Puma's cleats feature bright pink on their right foot and bright blue on the left
In Toronto, Jane Gerster noted more than a dozen players at the FIFA World Cup will be sporting Puma's new mismatched cleats, which feature "bright pink on their right foot and bright blue on their left." Personal Power Image consultant Christie Ressel said, "It's a fun trend ... for a bolder personality." Puma Team Head of Int'l PR Tim Stedman said the reception to the cleats thus far has been "very positive." He added sales of the shoes, which went on the market June 1, "have been very high" (TORONTO STAR, 6/11).

BRAZIL-THEMED BURGERS: THE STREET's Chris Katje noted Arcos Dorados, which is the world's "largest franchisee of McDonald's," has "launched a new World Cup promotion featuring sandwiches themed after a participating team for every day of the week." Only seven of the 32 participating teams "are featured in the promotion, but they are among the world's most beloved and followed teams." At more than 800 McDonald's locations in Brazil, fans "can get a McArgentina, McUSA, McBrazil, McSpain, McGermany, McFrance or McItaly." Only one sandwich "is available each day, with Argentina (Friday), USA (Saturday) and Brazil (Sunday) featured on the weekends." The promotion runs through June 25 (THESTREET.com, 6/12).

SURFACE INFUSION: VARIETY's Brian Steinberg noted Microsoft "has plans to promote its Surface tablet device to World Cup aficionados," as it "has struck a deal with news-and-culture outlet Fusion that will place the Surface on set and in the hands of the hosts during 'The Soccer Gods.'" Hosts Simon Carr and Nando Vila during the hour-long program "will use the Microsoft Surface to showcase the sights and parties happening across Brazil during the massive soccer tournament" (VARIETY.com, 6/12).
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