Puma to ramp up global media spend

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German multinational sports and athleisure brand Puma is planning to pump in more funds into its global media strategy.

A re-entry in the US market and basketball space has reportedly enabled company push up its sales by 17.6% and revenues by 16.9% in the USA, the brand will now globally focus on increasing the awareness about what it does on a daily basis.

“We’ve been creating good products and (inking) great partnerships with great ambassadors around the world,” Adam Petrick, Puma’s global director of brand and marketing has told global media platform The Drum. “What we need to do now is create awareness for our brand.”

Puma late last year had handed its $300m global media account to France-based Havas, which has been tasked with investing in the “infrastructure, procedures and policies” of the brand’s paid media practice in order for it to increase i-marketplace awareness, particularly outside of urban areas.

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The deal will also see Puma tap into Havas’ relationships with Vivendi-owned sister companies as it aims to tap into the “culture of sport”.

The company, according to Petrick, aims to create the awareness about what it has built as a brand over the past one decade.

Puma, among the largest sports and athleisure brands alongside Nike and adidas, has reportedly grossed around €4.65 billion across the globe last year.

Puma in February this had claimed to have left Nike, Adidas, Skechers and Reebok behind in yearly sales to become the top sportswear retailer in India. The German brand,  third-largest sportswear manufacturer in the world, had reported sales of ₹1,157 crore for the 12-month period ending December 2018 against ₹958 crore reported in the year ago period.

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