1. Athletic Footwear Industry

2. History of Athletic Footwear Market
• Shape
The sneaker as it’s commonly referred to as has evolved in
many forms such as shape, design, features, functionality.
• Design
The design element of the sneakers has evolved over the
centuries.
• Features
When sneakers were first created the main feature was to
cover your foot and provide a new level for comfort.
• Functionality
The original purpose was to for all purpose uses such as
cleaning, gardening, going out.

3. Evolution of the athletic shoes
• 1800’s - Athletic shoe companies have been around since the late
1800’s, and have evolved tremendously over that time.
• 1830’s - Liverpool Rubber Company developed the Plimsoll shoe
• 1895 - The J.W. Foster company
• 1916 - Keds
• 1917 - Converse All Stars
• 1936 - Adi Dassler
• 1950 - Adidas
• 1970 - Nike
• 1980 - Air Jordans’
• 21st century - Nike has dominated the sports landscape as the
leading athletic shoe

4. Market Overview
Competitive environment of
different brands
Marketing and Advertising
Strategy
Competitive and
Market Strategy

5. Market Leaders

8. • NIKE, Inc. is the world’s leading innovator in
athletic footwear, apparel, equipment and
accessories that is engaged in the design,
development and worldwide marketing and
selling.
• Headquarters: Beaverton, OR, USA
• Founded: January 25, 1964

9. Mark Parker

10. Bill Bowerman & Phil Knight
Founder

11. "To bring inspiration and innovation to every athlete
in the world"
Innovate for better world
honesty, competitiveness, and teamwork
11

12. Phil Knight and Bill Bowerman form
Blue Ribbon Sports as a
redistributor of Onitsuka Tiger
Shoes.
First appearance of Swoosh
Waffle Trainer was introduced, quickly
becoming the best-selling training shoe
in the US.
12

13. BRS, Inc. now officially known as
Nike,Inc.
Air Force1 basketball shoe was released
Nike signed Michael Jordan to an
endorsement contract, release Air
Jordan shoes
Nike Airmax1 released, first with visible
air bubble
13

14. Nike opened first Niketown in Portland.
Nike signed Tiger Woods
Bill Bowerman dies at age 88
Nike Shox introduced
14

15. Nike acquired Converse and signed
Lebron James for an $87m
endorsement contract
Nike and Apple released Nike + iPod kit.
Nike releases their most expensive
shoes to date, the Lebron X ($315)
15

16. Graphic design created by Caroline
Davidson in 1971. It represents the
wing of the Greek Goddess
16

17. 17

18.  Nike’s foremost focus is athletic footwear, designed for sports
and everyday usage with the brand name.
 The production facilities are located close to the raw material
to have low labor prices.
 The company presently sells roughly 300 models of athletic
shoes in 900 styles
–
–
–
–
–
–
–
–
–
–
Running
Basketball
Training
Football
Soccer
Skateboarding
Golf
Tennis
Children’s shoes
Customize with NIKEiD
18

19.  Nike charges high prices or premium prices for i high quality
products and its famous brand. The pricing based on the basis
of premium segment as target customers.
 Nike’s pricing strategy use of vertical, take part in more than
one channel level operations for control costs and influence
product pricing.
 The company has designed its pricing structure in a way to
make it competitive to other shoes sellers.
 The price of the products is variable depending on the type
and the size for example a comfortable and good pair of shoes
would cost from 70 to 150 dollars.
19

20.  Nike shoes are carried by multi-brand stores and the
exclusive Nike stores across the global.
 Nike sells its product to about 25,000 retail accounts in
the U.S. and in almost 200 countries around the world.
This means that place strategy is used by Nike.
 In the international markets, Nike sells its products
through independent distributors, licensees and
subsidiaries.
 Independent distributors need not adapt to local
pressures because the 4Ps of marketing are managed by
distributors.
20

21.  Promotion is largely dependent on finding accessible store
locations. It also avails of targeted advertising in the
newspaper and creating strategic alliances.
 Nike has a number of famous athletes that serve as brand
ambassadors such as the Brazilian Soccer Team (especially
Ronaldino, Renaldo, and Roberto Carlos), Lebron James and
Jermane O’Neal for basketball, Lance Armstrong for cycling,
and Tiger Woods for Golf.
21

22. Nike also sponsors events such as Hoop It Up and The
Golden West Invitational.
Nike’s brand images, the Nike name and the
trademark swoosh, make it one of the most
recognizable brands in the world.
 Nike’s brand power is one reason for its high
revenues.
Nike’s quality products, loyal customer base and its
great marketing techniques all contribute to make
the shoes empire a huge success.
22

23. 23

24. • Niche marketing, narrowly defined customer group
seeking a distinctive mix of benefits.
• In the lifestyle and apparel market targets
consumers who identify with sport as a way of life
and are brand conscious.
24

25. Geographic segmentation
Density: Urban and semi-urban cities
Demographic segmentation
– Age: 15 to 35
– Gender: Male and female
– Income: Middle to high income
– Social class: Upper middle, lower upper and
upper class
25

26. Customer Profile
– Athletes
– Gym regulars
– Sports enthusiasts
– Brand freaks
– Image seekers
26

27. Nike has divided its customers into the following way:
1. Y Women
2. Y Men
3. Y Girls
3-36 months
3-8 years
8-15 years
4. Y Boys
3-36 months
3-8 years
8-15 years
27

28. Psychographic segmentation
 Active people who enjoy high quality sport footwear.
 Customer who feel so strongly that the firm can meet their
needs best that any competitors are virtually excluded from
their consideration.
 Consumers that wear Nike just want to build confident or
make other feel they wearing a branded shoes but not
ordinary shoes but not for sport purpose.
 For youth, they think Nike shoes is a fashion lifestyle and they
wear it just to follow fashion trend.
28

29. Psychographic segmentation
 Active people who enjoy high quality sport footwear.
 Customer who feel so strongly that the firm can meet their
needs best that any competitors are virtually excluded from
their consideration.
 Consumers that wear Nike just want to build confident or
make other feel they wearing a branded shoes but not
ordinary shoes but not for sport purpose.
 For youth, they think Nike shoes is a fashion lifestyle and they
wear it just to follow fashion trend.
29

30. Behavioral segmentation
Most of them preferred Nike to Adidas, but felt that Nike was overpriced. Those who preferred Adidas,
however showed great brand loyalty to the brand. They rate attributes like quality, price, durability, comfort,
style, advertising and innovation on a scale of 10. The results that we obtained is graphically shown below
Nike
Adidas
Quality Durability
Price
Comfort
Style Advertising Innovation
30

31. Behavioral segmentation
 Customers purchase products through Nike towns, Nike
stores, Nike outlet stores, and online website nike.com
 Customer attitudes : Customers have good attitude to Nike
products. They share experience to their friends and family
Nike
including review products on internet which are spread to
Adidas
social very quickly.
 Advertising, brand ambassador and special sport occasion
have effect to purchasing behavior of customers. For
examples, FIFA world cup, PGA grand slam of golf.
31

32. Behavioral segmentation
 Customers purchase products through Nike towns, Nike
stores, Nike outlet stores, and online website nike.com
 Customer attitudes : Customers have good attitude to Nike
products. They share experience to their friends and family
Nike
including review products on internet which are spread to
Adidas
social very quickly.
 Advertising, brand ambassador and special sport occasion
have effect to purchasing behavior of customers. For
examples, FIFA world cup, PGA grand slam of golf.
32

33. The market segment targeting is quite
essential to differentiate itself from
competitors.
Nike offers its consumers the option to custom
built their own shoes on its website, a huge
Nike
differentiation that Adidas does not have.Adidas
 Nike also has a large of innovative products,
including the Nike+, in collaboration with
Apple.
33

34.  Nike positions itself as the market leader of sports footwear
with high price, high quality, high technology and uses the
greatest athletes and the record of their achievements in
advertising.
 The swoosh logo together with the Just Do It slogan expresses
a high ambition and a will for victory, which is a part of Nike’s
Nike
brand image and corporate culture.
Adidas
 Nike, the largest seller of athletic footwear in the world .Nike
has been launching new technically advanced shoe models
from time to time
34

35. However, the company still faces many challenges in
• the changing fashion trends,
• the falling sale of its higher- priced shoes
• increasing competition
Nike
Adidas
35

36. 36

37.  Nike places a significant weight on marketing and its products.
 Nike agressively bonds the contracts with highly successful and
influential athletes, coaches, teams and to popularize its footwear.
 Nike focus on the customer satisfaction.
 Nike invests a lot in its product R&D , 3 primaries area:

Biomechanics
 Physiology
 Sensory
 Its innovation in products includes:
– “Nike with Apple”
– Designs your own shoes
Nike
Adidas
37

38. 38

39.  Nike actively responds to trends and changes in consumer
preferences by
 Adjusting the mix of existing product offering,
 Developing new products, style and categories, and Influencing
sports and fitness preferences through aggressive marketing.
 Its primary areas of marketing remain internet, TV and
magazines
 The only criterion where the company faces tough time is its
high competitive prices.
 The competitors like Adidas that offer products at lower price
compared to Nike.
39

40. 40

41. • A German multinational corporation that designs and
manufactures sports clothing and accessories.
• This holding company consists of the Reebok sportswear ,
TaylorMade-Adidas golf company (including Ashworth),
Rockport, and 9.1% of FC Bayern Munich.
• Adidas is the largest sportswear manufacturer in Germany
and Europe and the second biggest sportswear manufacturer
in the world.
• Headquarters: Herzogenaurach, Bavaria, Germany
• Founded: August 18, 1949
41

42. FOUNDER
• Adolf "Adi" Dassler
• His brother Rudolf returned
to Herzogenaurach to join
his younger brother's
business
• Rudolf Dassler became
founder of Puma.
42

43. MISSION STATEMENT
The adidas Group strives to be the global leader in the sporting goods
industry with brands built on a passion for sports and a sporting lifestyle.
We are committed to continuously strengthening our brands and products
to improve our competitive position.
Vision
•
•
•
•
The company is innovation and design leaders who seek to help athletes of
all skill levels achieve peak performance with every product we bring to
market.
The company are consumer focused and therefore we continuously
improve the quality, look, feel, and image of our products and our
organizational structures to match and exceed consumer expectations and
to provide them with the highest value.
The company are a global organization that is socially and environmentally
responsible, that embraces creativity and diversity, and is financially
rewarding for our employees and shareholders.
The company are dedicated to consistently delivering outstanding
financial results.
43

44. Core value
• Performance
Sport is the foundation for all we do and executional excellence is a core value
of our Group.
• Passion
Passion is at the heart of our company. We are continuously moving forward,
innovating, and improving.
• Integrity
The company are honest, open, ethical, and fair. People trust us to adhere to
our word.
• Diversity
The company takes people with different ideas, strengths, interests, and cultural
backgrounds to make our company succeed. We encourage healthy debate and
differences of opinion.
44

45. TIMELINE
Gebrüder Dassler Schuhfabrik ( 1924-1936 )
• Adolf "Adi" Dassler started to produce his own sports shoes in his mother's wash
kitchen in Herzogenaurach, Bavaria after his return from World War I
• In July 1924, his brother Rudolf returned to Herzogenaurach to join his younger
brother's business, which became Dassler Brothers Shoe Factory
• Business boomed and the Dasslers were selling 200,000 pairs of shoes each year
before World War II
World War II and company split ( 1945 )
• Both brothers joined the Nazi Party
• The Dassler factory, used for production of anti-tank weapons during the war in April
1945,
• Adi Dassler's wife, Käthe, convinced the GIs that the company and its employees were
only interested in manufacturing sports shoes.
• American occupying forces subsequently became major buyers of the Dassler
brothers' shoes.
45

46. The brothers split up ( 1947 )
• Rudolf forming a new firm that he called Ruda – from Rudolf Dassler, later rebranded
Puma
• Adi forming a company formally registered as Adidas AG from Adi Dassler on 18
August 1949.
• "Adi" (a nickname for Adolf) and "Das" (from "Dassler").
The Tapie affair ( 1987- 1994)
• After the death of Adolf Dassler's son Horst Dassler in 1987, the company was bought
in 1989 by French industrialist Bernard Tapie,
• Tapie was at the time a famous specialist of rescuing bankrupt companies, an expertise
on which he built his fortune.
• Tapie decided to move production offshore to Asia.
• In 1992, Tapie mandated the Crédit Lyonnais bank to sell Adidas
• Tapie filed for personal bankruptcy in 1994
46

47. Post-Tapie era (1994-2006)
• In 1994, combined with FIFA Youth Group, SOS Children's Villages became the main
beneficiary.
• In 1997, Adidas AG acquired the Salomon Group and its official name was changed
to Adidas-Salomon AG
• Adidas also acquired the Taylormade Golf company and Maxfli, which allowed
them to compete with Nike Golf.
The World's First Intelligent Shoe (2005)
• In 2005, Adidas introduced the Adidas 1, the first ever production shoe to use a
microprocessor. Dubbed by the company
• in 2005, on 3 May, Adidas sold their partner company Salomon Group
Acquired Reebok (2006)
• In 2006, Adidas acquired British rival Reebok as partner.
The Revenue peak (2012)
• End of 2012, Adidas is reporting the highest revenues ever and Chief Executive
Herbert Hainer expresses optimism for the year ahead.
47

48. The Adidas Logo
Logo #1: The Three Stripes
Logo #2: The Trefoil
Logo #3: The Three Bars
The company simple placed three
black stripes on everything that
they manufactured
This logo is still used on some of
their products, particularly their
line of classic products
Most of their high-performance
products have moved on to a third
and final logo
The three elements in this and all
other Adidas logos are said to
represent Dassler’s three sons.
This logo was chosen because the
company wanted a logo that
represented the fact that their
brand was a lot larger and more
diverse that it used to be while
still keeping the classic Adidas
look.
Adidas Logo the Three Bars, This
logo is the latest one that has
been introduced, and it represents
the finest equipment that Adidas
sells
48

49. 4Ps
Products
 Providing high quality products aimed at
providing the best value to the costumer.
 The products portfolio is continuously
enhanced through creations and
innovations throughout the companies
various categories. This is pursued in
order to cater to the various needs and
wants of consumers worldwide.
 Well-known brands for sports apparels,
equipment and accessories, the Adidas
group has a diverse brand portfolio
consists of: Adidas , Reebok , TaylorMade
Adidas Golf , Rockport, CCMHockey
49

50. 4Ps
Price
 Using adapted pricing strategies,
depending on which market they are
operating in, so as to achieve its goals.
 Penetrating attack markets with lower
prices or using market skimming tactics,
for instance.
 In intense competition in the global
market, the company is involved in regular
evaluation of its price to ensure that the
products stay competitive at the point of
sale.
50

51. 4Ps
Place
 Distribute its products to the consumer
with a strong focus on controlled space,
including: Own-retail business, ecommerce, Shop-in-Shop, Joint ventures
with retail partners, mono-branded
franchise stores, co-branded stores with
sports organizations and other brands.
Hence, a high level of brand control is
provided.
 In addition, an “integrated distribution
roadmap” has been set up to ensure
further growth and to increase brand
presence in under-penetrated, affluent
cities, without cannibalizing their own
brands and distribution mix.
51

52. 4Ps
Promotion
 Different promotional tools are used in
order to reduce the number of lost
customers and to increase sales.
 The group has set up an unparalleled
portfolio of promotion partnerships with
international recognized sports
associations (e.g. UEFA, FIFA, NBA, NFL,
and NHL).
 Commercials, ads, apps for smartphones,
product placement, sponsorships for
athletes and sport events (e.g. Berlin
Marathon 2011)
52

53. Market Segmentation
GEOGRAPHIC SEGMENTATION:
divided the market into different units of location
• neighborhood,
• states,
• regions
• cities
• countries.
• Adidas Bold 2009 have operated in urban and
semi-urban cities of India.
BEHAVIORAL SEGMENTATION:
This segment divided the consumers according to
their attitude, knowledge, response and use of
the product. Below are the behavioral
segmentation for Adidas:
• Benefits
• Gym regular users
• Sports lovers
• Athletes
• Image seekers
• Brand freaks
PSYCHOGRAPHIC SEGMENTATION:
the analysis of the different personalities of each
consumers. The only key is to be different.
• Achievers
• Well-experienced
• Hard workers
• Goal achievers
DEMOGRAPHIC SEGMENTATION:
divided into different segments based on the
variables of family size, family life cycle, income,
gender, age and etc
The demographic segmentation of Adidas as
follows:
• Age 15-36
• Income level: $15,000
• Social Class: Upper middle, upper class and
lower upper.
• Gender: Both male and female
53

54. Target Markets
• sports personalities involved in various sporting activities such as
soccer, rugby, athletics and basketball.
• young people
• male and female
• averagely between the ages of 10 to 30
54

55. Product Positioning
adidas
• the brand strive to be the
globally leading and most
popular sporting goods brand
• focus is mainly on innovation
and technology
adidas Originals
• the first brand leveraging its
sports assets in the lifestyle
area
• it is regarded as a legitimate
sports lifestyle brand.
• Snoop Dogg. Or Rihanna. Or
Katy Perry.
adidas Sport Style
• "Future of Sportswear"
• includes the labels Y-3
• Porsche Design Sport
Reebok
• American-inspired sports brand with the clear objective
to become the leading fitness brand in the world
adidas NEO, From the track to the catwalk, it helps you to "Style your Life"
55

56. Strategies








Creating shareholder value
Investments focused on highest-potential markets and channels
Creating a flexible supply chain
Leading through innovation
Develop a team grounded in company heritage
Becoming a sustainable company
Brand’s Broad and Unique Product Portfolio
Brand Extension Strategies
Adidas Core Competencies
–
–
–
–
–
Technology
Customer focus
Brand recognition
Supply chain
Collaboratively competitive
56

57. Why Adidas is number two
compare to Nike?
• Nike has an overall better selection of gym shoes, and basketball shoes
compare to than Adidas.
• Nike have wider variation of types of shoes which ranges anywhere from boots,
to basketball shoes.
• Nike also are endorsed by higher profile athletes than Adidas does.
• Nike has players like Kobe, and Cristiano Ronaldo while Addidas has Kevin
Garnett, who is passed his prime.
• Nike's shoes are also more stylish, and well known.
• Nike have higher modification function for customers on design and technology
57

58. How to improve to rank no.1
in this market?
• Adidas should improve its product lines substantially as variation in products
could lead to better and improved sales which form a major objective of any
business organization.
• Adidas should concern more on innovation along with strategic partnership,
Now, Adidas signed a contract with Samsung to produce a shoe + phone
promotional campaign. In this strategic partnership, both the companies
developed a phone to be used with shoes during training
• Improve brand association of professionals with Adidas is that it has a culture
of technology and has a history of achieving a strong position in the minds of
target customers.
• Adidas should work towards improving market share and being at par with Nike
which is currently the world leader in Athletic footwear. Adidas should focus on
roping in more celebrities to promote their products
58

59. PUMA

60. Puma core value
• Design innovation and inclusiveness, and communicated
through all consumer touch points, from product to
distribution to marketing

61. Puma history
• 1924 - the company was funded in
Germany by Rudolph and Adolf Dassoer.
Originally Puma shoes wore by many
Olympic athletes.
• 1948 – The brothers split their business,
Adolf called his firm Adidas. Rodolf
called his new firm Ruda( from Rudolph
Dassler), after changed its name to
Puma
• 1950 – Puma gains attention for the
development of their soccer shoes.

62. Puma history
• 1960 – Puma becomes the first sports shoes manufacturer
to use the vulcanization production technique. To support
Puma athletes in showing top performances.
• 1986 – Puma issue IPO on the Frankfurt stock exchange
• 1998 – Puma merges sport and fashion by collaboration
with designer Jil Sander.

63. Puma history
• 2001 – Puma acquires Tretorn Group.
• 2007 – more than 60% of company shares are
acquired by French luxury goods company PPR(owns
Gucci and Yves Saint Laurent).

64. Puma segment
• Puma's market segmentation targets unique, exclusive,
imagination consumers who attractive originality.

65. Puma segment
• In the dynamic changing consumer market, Puma intent to
surprise consumers by constantly delivering the
unexpected and challenging perceptions that continues to
be a defining representative in the world of sports.

66. Puma target group
• Puma target market is for the ages 15-30 which is the
age when a person is sporty and active the gender is
for both female and male with a range of females and
males sports clothing, shoe wear even a perfume line.

67. Puma position
• Puma position themselves as the creative leader in
Sportlifestyle gives us the opportunity and the
responsibility to contribute to a better world for the
generations to come

68. Puma mission
• Puma mission is to become the most desirable and
sustainable Sportlifestyle company in the world.

69. Puma vision
• Puma.Creative
– the core competency by co-ordinate of different creative
and artists department
• Puma.Safe
– comprises of initiatives and commitment for environmental
protection and improved working environment. Puma
lunched many programs implementing cleaner, safer and
more sustainable systems and processes within the supply
chain.
• Puma.Peace
– to supports the global Day of Ceasefire or The International
Day of Peace known as World Peace Day on September 21
every year. The idea is the power of sports would persuade
people to get into peace.

70. Puma vision
Puma sustainability strategy

71. Puma strategy
• Puma specific on sportlifestyle original in sport
then combine to lifestyle by fashion approaches.
The strategic objectives and related expansion
targets this long-term strategic objective is to be
achieved through three ways:

72. Puma strategy
• First, Product expansion both develop existing product and
expand to new product. Develop existing product the entire
sportlifestyle from sport to fashion base on eliminate
weakness and improve design. Expand to new product need
to distinguish the Puma brand from the market and from
competition in a unique manner.

73. Puma strategy
• Second, Geographic expansion, Puma aims expansion both in
the wholesale and in its own retail business. Additional goal is
to terminate the major distribution licenses and to
consolidate the business. The targeted expansion strategy in
conjunction with to be obvious virtualization of business
processes should lead to get more strengthen and expansion
of the share of retail operations in consolidated sales.

74. Puma strategy
• Third, Expansion with Non-Puma Brands, In addition to the
brand Tretorn (since 2001) Puma does not rule out expansion
with non-Puma brands. And acquisition if that brand can
increase sustainable of the company.

75. Marketing Mix for Puma
• PRODUCT – Puma shoes is sport lifestyle so their
need to have fresh design in order to provide the
best shoes to their customer.

76. Marketing Mix for Puma
• PRICE – Puma price base on premium segment. For premium brand
like Puma if they set their price too low it would destroy brand
reputation. Product warranty for online they provide half-month
warranty to every customer to gain customer loyalty, that If
customer not happy for any reason have been seen after purchase
we will exchange with a new pair of shoes in order to create brand
image.

77. Marketing Mix for Puma
• PLACE – Traditional sale is customer come to
outlet and buy, customer can find product
that fit, color and style to them.
• Online shopping provide more convenience to
customer and give more advantage such as
extensive online catalog, current news on
Puma, newest items.

78. Marketing Mix for Puma
• PROMOTION – Stimulate sale volume by launch new
promotion. Package design involves the development of a
container and a graphic design for a product. Packaging
function is to protecting product from damage and it can add
value to product by concern about environment sustainable.

79. Why Puma is no.3 of
sport shoes market?
• Puma still very low brand awareness, low market share , low
advertising
• Puma brands have revealed they are enthusiastic to respond
to the great eco-challenge announced by Greenpeace, aiming
to annihilate the usage and disposal of hazardous chemicals
until 2020.

80. How Puma can improve business
performance in these market?
• In economic downturn Puma should do two approaches.
• First increase investment into develop new product.

81. How Puma can improve business
performance in these market?
• Second Geographical Expansion. If Puma can expand
into Asia they will get a lot of market share.

82. How Puma can improve business
performance in these market?
• Puma should use Flanking attack and Bypass attack. Use
flanking attack to attack the leaders’ weakness, for example
one huge weakness with the NIKE Company is that they fail to
see problems in relation to their labor and factory conditions.
So Puma set their employee is first priority, like Puma talent
management and International leadership program.

83. How Puma can improve business
performance in these market?
• Overview of International Leadership Program.
Puma talent management

84. How Puma can improve business
performance in these market?
• Bypass attack initiate new product into new market.

85. How Puma can improve business
performance in these market?
Product Table Prototype for
Puma Black Station Store in
Tokyo
Puma phone

86. Analysis
NIKE
“performance driven style”
ADIDAS
“sport performance”
“sport heritage”
“sport style”
PUMA
“active lifestyle”

87. NIKE
ADIDAS
PUMA
Reason for being
To bring inspiration and innovation to every
athlete in the world
Improving every athlete’s
performance through innovation
Mixing the influences of sports,
lifestyle and fashion
Value proposition
Just do it
Perform at the highest level
Fits your active lifestyle
Reasons to believe
- Footwear technology platforms (shox, air,
airmax, zoom air)
- Cutting edge performance / lifestyle apparel
l- Mass customization (NIKE ID)
- Full line of performance / lifestyle accessories
- Digital / Physical Experiences (Co-branding with
IPOD)
- Social responsibility (Livestrong, United Nations
programs)
- Branded retail experiences (Niketown)
- Event sponsorships (marathons, Olympics)
- Footwear technology innovations
- Automatic customization
(Adidas1)
- Co-developed celebrity lines
(Stella McCartney)
- Classic styles, tradition and
heritage
- Mass Customization (Adicolor)
- Distinctive trend setting styles
- Branded retail experiences
(concept stores)
- Co-developed celebrity lines
(Turlington / Nuala)
- Co branding partnerships (Ferrari)
- Partnerships with famous
designers (Starck, Wanders)
- Mass customization (Mongolian
bbq)
- Promotional events (beats &
treats)
Persona
Athletic, influential, outgoing, fresh, aggressive, hi-tech,
futuristic, retro cool
Clear, orderly, practical, hi-tech, classic,
sophisticated, sincere
Elegant, colorful, fresh,
spontaneous, individual,
metropolitan, international
Associations
Athletes at the top of their respective sport
(Michael Jordan, Tiger Woods, Lance Armstrong)
Unfair labor practices
Elite Soccer players, soccer teams,
NBA stars
Hip hop artists (Run DMC)
Mainstream sports
- Fashion brands (Gucci, Armani,
Dolce & Gabbana)
- Fringe / extreme sports
- Music artists & movie stars
Range of authority
Footwear, apparel, equipment in multiple
categories
High performance footwear
Performance & casual apparel
Performance & casual footwear
Apparel & accessories
Audience
All athletes - anyone with a body
Anyone who plays sports
Anyone who leads an active
lifestyle
Relationship
Fellow athlete
Respected coach
Hip friend who shows you a good
time

88. Soccer Shoes Comparison
August 2009 Soccer Shoes offers:
•
-
NIKE
15 models
Ranging price $30-$190
Special Nike ID customizable feature
Lightweight nature and durability
Indoor and outdoor models
•
-
ADIDAS
50 models
Ranging price $55-$220
Equipped with PowerPulse
Indoor and outdoor models
•
-
PUMA
30 models
Ranging price $25-$200
“Lace Wrap” System
Indoor and outdoor models

90. BRAND IMAGE

91. RECOMMENDATION
• Recommendations for the Puma in order to strengthen
its brand image further include the revision of
strategies to be the main partner/sponsor of the Mega
Events like Olympics and Football World cups etc.
besides other integrated Marketing Communication
efforts. Brand Message is required to be communicated
all around and these forums will help the Puma in
creating Brand Awareness which ultimately results in
strong brand image for Puma and help Puma in
achieving its targets in all areas e.g. sale, market share
and enhanced profits.

92. 92