Menu
Marketing and Sponsorship

Puma Seeing Success With Celebrity Endorsers Compared To Big-Name Athletes

Puma's decision to sign Rihanna as a creative director in '14 "appears to have paid off," as the brand has credited the singer for the "fantastic development" of its women’s category, according to Sara Germano of the WALL STREET JOURNAL. Puma saw a 7% jump in sales for its women's category in '16. Industry execs have "long grappled" with the debate as to whether celebrities or sports stars are "more effective endorsers." Puma CEO Björn Gulden said, "It’s unfortunately very difficult to find a female athlete that means something in China, in Norway, in the U.S., and in Germany. If you do, it’s coming from someone in entertainment. On the men’s side, it’s very different. You can probably name 10 basketball players who mean something all over the world, same with soccer." Germano noted Puma has "expanded its roster of female celebrities since Rihanna to include reality-television star Kylie Jenner and singer Selena Gomez" (WALL STREET JOURNAL, 1/13).

SBJ Morning Buzzcast: March 18, 2024

Sports Business Awards nominees unveiled; NWSL's historic opening weekend and takeaways from CFP deal

ESPN’s Jay Bilas, BTN’s Meghan McKeown, and a deep dive into AppleTV+’s The Dynasty

On this week’s Sports Media Podcast from the New York Post and Sports Business Journal, ESPN’s Jay Bilas talks all things NCAA. Big Ten Network’s Meghan McKeown shares her insight into the Caitlin Clark craze. The Boston Globe’s Chad Finn chats all things Bean Town. And SBJ’s Xavier Hunter drops in to share his findings on how the NWSL is making a social media push.

Learn more about your ad choices. Visit megaphone.fm/adchoices

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

Shareable URL copied to clipboard!

https://www.sportsbusinessjournal.com/Daily/Issues/2018/01/15/Marketing-and-Sponsorship/Puma.aspx

Sorry, something went wrong with the copy but here is the link for you.

https://www.sportsbusinessjournal.com/Daily/Issues/2018/01/15/Marketing-and-Sponsorship/Puma.aspx

CLOSE