As Michael Phelps continued to win one gold medal after another before breaking the world record and taking home eight, Speedo and Visa were by his side capitalizing on all the free publicity for its brand. Even Nike turned the injury of China's hurdler Liu Xiang into a marketing opportunity by releasing an ad affirming the company would stand by its endorser. So what did Puma — a sportswear brand focused on speed and style — do when Jamaica's Usain Bolt became the fastest man alive? Absolutely nothing.
There was no public congratulations. No immediate shift to, at least temporarily, refocus Puma's marketing strategy around Bolt, whose pre-finish-line chest-thumping celebration of his world record win in the 100 meter sprint drew the ire of IOC president Jacques Rogge. This, despite the endless array of running shoes and apparel it tries to sell every year.
And to make it clear Puma doesn't know what it's doing, here's the company's chief marketing officer Antonio Bertone: "When you do congratulations ads, are you doing it for Wall Street or for the consumer?"
If you don't know the answer to this one, Bertone, perhaps you should get kicked off the team.
[WSJ]
Editorial Director
I thought your perception of the comment to be really off. I mean think about what that brand has done, and continues to do to elevate itself. It's always to be different. Not by mirroring Nike Gimmicks, which you've clearly been bought into. I almost feel like you would have got upset if Burger King did not follow up McDonalds with the daily menu. Who's a leader? who's a follower? that's real gossip.