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SBD Global/January 15, 2014/Marketing and Sponsorship
Puma Pins Majority Of World Cup Marketing Hopes On Balotelli, Italian National Team
Published January 15, 2014
ON THEIR RADAR FOR A WHILE: McRae did not reveal when the company began negotiations with Balotelli, but said it had been in talks with him for "a little while." She added Puma pursued him because the company seeks "the athlete that stands out, and we felt as though Balotelli was absolutely that player, when looking at the global landscape of soccer players." On top of Balotelli, Puma for the World Cup also will be working with other players from its stable of endorsers, including Spain midfielder Cesc Fàbregas, Côte d'Ivoire midfielder Yaya Touré and Argentina forward Sergio Agüero. This is part of Puma's overarching global campaign for the World Cup entitled "Nature of Believing," which will begin in earnest in late spring and is set to feature an aggressive digital and social component. Puma recently changed lead creative agencies to JWT, N.Y., but worked with Droga5 for the “Nature of Believing” campaign. For more, click here.