Puma Sprints Ahead with Olympic Strategy
In a strategic move to outpace its rivals, German sportswear giant Puma is leveraging the Olympic Games to emphasize its commitment to speed. The company’s CEO, Arne Freundt, is spearheading a renewed focus on performance products, including running shoes and soccer cleats. This initiative was highlighted in Puma’s first brand campaign in a decade, unveiled in Paris—the city that will host this year’s Olympic festivities.
The campaign showcases elite athletes such as pole-vault record holder Armand Duplantis and 400-metre hurdles champion Karsten Warholm. Puma’s objective is to attract both casual joggers and dedicated runners by aligning itself with the swift prowess of Jamaica’s Olympic team and renowned sprinters like Shericka Jackson and Elaine Thompson-Herah.
Geoff Lowery, an analyst at Redburn in London, noted the strategic importance of Puma’s association with iconic teams and athletes. “Puma have a super-strong relationship there,” he said, acknowledging the brand’s credibility as a performance label linked to some of the most thrilling athletes in the world.
During his visit to Jamaica in late March, Freundt attended the country’s premier high school track and field meet to debut the Jamaican Olympic kit. The event is known as a breeding ground for future stars in athletics. “We need to be very clear that Puma is about speed,” Freundt stated, emphasizing the need to embed this perception more deeply into consumer consciousness.
The “halo effect” of Olympians breaking records in Puma gear is anticipated to boost interest across the brand’s product range, from marathon shoes to casual sneakers. Puma’s latest running spikes, designed for Olympic sprinters and hurdlers, feature a vibrant orange hue with pink undertones, chosen for its striking contrast against the blue of the athletics track, explained Romain Girard, Puma’s senior head of innovation.
Furthermore, new regulations from the International Olympic Committee (IOC) will allow brands like Puma to celebrate their athletes’ medal victories on social media during the Games. This relaxation of online marketing rules is part of a “pilot project” with the World Federation of the Sporting Goods Industry. Freundt sees this as a “win-win” for both the Olympics and Puma, enabling more dynamic engagement with fans and consumers during these pivotal moments.
