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

Sale Date For Bolt's Shoes Pushed Up After Performance

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).

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