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GENUINE INNOVATION, UNPARALLELED LEVELS OF PERFORMANCE
What would you say defines Puma as a brand?
PUMA inspires the individual to perform and be confident, be it on the sports field, or out on the street. Only the playful experience you get with PUMA can make you feel better about looking better.
Football is clearly big business. How do you select teams for sponsorship and how important is it in terms of raising the brand’s profile?
We actively look to align ourselves with clubs that act as extensions of our own Brand values. Within the Premiership we have relationships with Tottenham and Reading and in the Football League, as well as Coventry, Plymouth Argyle and Bristol City.
The sponsorship of our clubs is important because it gives us a good on pitch presence - not only to promote our apparel but also via key players wearing our footwear. There is also the opportunity to integrate into the local community through the club and increase Brand awareness through associated retail sales.
How does the brand position itself in the running market? Any new product launches?
Puma has been associated with athletics from day one - all the way through to Lynford Christie’s contact lenses that carried the logo.
At Puma we noticed a gap in the market for lightweight, flexible running products that enhance the natural motion of the foot, rather than stopping it. This spring we launched ‘The Complete Concinnity’ and in the autumn we will launch ‘The Complete Magnetist’. The geometry of both of these shoes encourages dynamic stability; they are extremely flexible and have a smooth ride from heel to toe. Our running products are designed to appeal to the runner who wants to know they have great technology but who believes design and look are important too.
What was the inspiration behind the Puma Women range, and how much revenue comes from this market sector?
The PUMA Woman is motivated, always on the move, spontaneous, active and fun. The collection of footwear, apparel, headwear and accessories embody style and elegance, functionality and femininity, personality and vitality.
The total value of the women’s market is £1bn ( Source TNS 2006 Dec)
Puma is very involved in the cricket market - often perceived as a dowdy, traditional sport in terms of footwear and apparel. What is your vision for the brand within the game?
In 2007, PUMA has a simple objective: to bring genuine innovation with unparalleled levels of performance to a game that has been rooted in tradition.
With today’s hard hitting and exciting cricketing heroes such as Adam Gilchrist, cricket is losing its dowdy image. Today’s cricketer follows their on pitch role models and is young, dynamic, exciting and 'cool' on and off the field. 20/20 has revolutionized cricket and there is a demand for cricket equipment that shares this attitude. It must exceed expectations and deliver the highest levels of performance to compliment their style of play.
We’ve been able to take a step back and analyse the real requirements of the fast paced modern game – we are now ready to re-write the rulebook. Cricket has changed and PUMA cricket is changing with it.
It’s interesting that Puma makes a clear distinction between its ‘Sport Products’ and ‘Sport Fashion’ products. How does the independent respond differently to the multiple when sourcing these products for retail?
When sourcing product from PUMA it is important that the Independent knows its unique difference from the multiples so they can chose their PUMA range accordingly.
Christy Turlington and Alexander McQueen have been brought on board to design signature ranges – not simply to endorse them. What is your stance on using celebrities to push the brand?
Our collaborations with credible designers are a key part of our Brand strategy and as such we look to partnership with designers who fit with our Brand values.
How important is online retail as a source of revenue?
The consumer is driving on-line retail amongst many categories and the sports industry is following the same trend.As a result this is one of many routes to market the Brand to the consumer.
What is the brand’s relationship with the independent retailer?
Among the best in the sports trade because we can offer a personal service with area managers to call in on the retailers as well as regional showrooms where retailers can come to see the new PUMA ranges.
Is help with merchandising provided?
We supply a visual merchandising guidelines book and also provide shop in shop solutions for key partners.We also support our statement products and major launches with point of sale packages.
Can you offer any advice to the independent retailer trying to compete in such a fierce marketplace?
Understand your consumer and the current trends in the market place and pick your product range to fit; and ensure the Brands are well merchandised.
