Case Study: PUMA
In 2001, PUMA was facing a crossroads. The German brand that had been born out of the infamous Dassler family feud in 1948, which launched PUMA and Adidas, was in big need of rejuvenation.
After early successes with its sports footwear products through the sixties, seventies and eighties, the company found it had become less relevant to the urban youth market. The business was wedged between sports giants like Nike and Adidas, and the small, edgy footwear independents, that had spun out of the skateboarding and dance music scenes of the late eighties and nineties.
Ten years on and its rebirth is palpable by every measure. Not only has PUMA increased its brand value steadily in line with the major brands, (according to Brand Finance's annual Global 500 study); the brand has snapped up six D&AD Yellow Pencils to boot. Last summer, PUMA hit EURO 3bn sales for the first time, and with sprinter Usain Bolt as brand champion for Olympics year, 2012 is looking promising.
Register Now to
Keep Reading
Once registered you will have access to this article and all other features, access our archive and case studies, be able to submit your work to us and receive our newsletter if opted-in.
Register Now
Why Register?
Swipe to hide
Why Am I Being Asked
to Register?
We'll ask you to provide a few details about yourself, your current role and what you do. We won't share your information with other parties and won't spam your mailbox.
This site contains over 50 years’ of award winning work, articles, interviews and case studies. Register to gain full access to everything.
