Puma Using Jamaican Sprinter To Bolt Into China
Part news conference, part fashion show, part TV talk show, Jamaican world-record holder Usain Bolt arrived in Beijing today. His entry wasn’t on a track but, rather, at a jazz nightclub in a swanky shopping mall in Beijing.
Bolt’s appearance was staged by Puma. The Jamaican, who holds the 100-meter world mark and the fastest 200 meters in the world this year, is Puma’s most high-profile athlete at an Olympics dominated by Adidas — an official sponsor of the Beijing Olympic Organizing Committee — and Nike — a USOC sponsor.
But Joerg Zobel, Puma’s general manager, Asia Pacific, said Puma recently added 880 stores in China. Without revealing the exact number of Puma outlets, he said there are more than 2,000 in the country. Also without providing numbers, he said that Puma apparel sales have doubled since the German-based company moved into the China market two years ago.
Backing the Olympic teams of Jamaica, Sweden and Morocco, Zobel said in an interview that Puma is differentiating itself from Nike and Adidas, and China-based Li Ning, by “mixing fashion and sports performance and Chinese culture. … We don’t want to be another sports brand. We don’t have to be the biggest. We want to be the brand that is more lifestyle.”
Today’s event wasn’t only about Bolt. He shared the “news conference” stage with Scottish singer/songwriter Paolo Nutini, picked in 2006 as one of Rolling Stone’s artists to watch. Nutini wrote a song called “New Shoes” that Puma has adopted as a sort of corporate anthem. A fashion show followed Bolt’s appearance.
I remember seeing boxers with web addresses on their backs. They were usually the undercard for a big event. But, it was a new marketing ploy to say the least. Here, PUMA should get good exposure with this. Finally, a sponsorship with a track athlete not associated with the recent spectacle of steroid users. I wonder how much PUMA will pay him if he breaks a world record in wearing their shoes?
Posted by: George / August 6, 2008 / 2:53 PM
He actually has, George =). Puma has been sponsoring Jamaican athletes for a long time now.
Posted by: Shelly-Ann Naraysingh / August 11, 2008 / 9:17 PM
Hi Shel, see u on facebook! Big ups.
Posted by: Janeen / August 12, 2008 / 8:40 AM
where's the ad u were talking abt Shel? "go Jamaica!!!"
Posted by: Janeen / August 12, 2008 / 8:42 AM
Hey Janeen, Did you go to the puma site and click on the blue lightning bolt?
Posted by: Shel / August 12, 2008 / 3:35 PM
Where does one find Jamaica Olympic shirts and Jersey's to buy???
Posted by: DarylGault / August 19, 2008 / 8:23 PM