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MediaTV: Puma looks to sports-lifestyle
by Staff reporters
3-Aug-09, 11:08
Puma, the world's third-largest sports brand, will focus on its positioning as a sports-lifestyle brand in Asia to differentiate itself from competitors and stave off pressure from up-and-coming Chinese brands such as Li Ning and Anta, says Christoph Peter-Isenbuerger, head of marketing for Puma in Asia-Pacific.
In the fourth and final part of MediaTV’s series ‘The Olympic effect’, sponsored by Sports Illustrated China , Peter-Isenbuerger says Puma will deviate from a path that labels it as a fashion brand because Puma’s brand story is rooted in an athletic identity.
“In the long-term we clearly position ourselves as a sports-lifestyle brand, not as a fashion brand, because at the end we come from sport but we’re able to mix it up in order to look better, feel better and perform better and that’s the whole mix of Puma,” Peter-Isenbuerger tells MediaTV.
Peter-Isenbuerger adds that digital is a way to further distinguish itself from the other big players in the region, saying, “we’re number three worldwide, and of course that means we have less marketing budget do digital gives us - the brand - a lot of opportunities to communicate our story.”
“The Olympic effect” series has also included interviews with Celine Del Genes , regional head of marketing at Reebok, Christophe Bezu , SVP and head of region at adidas, and Michael Wood, CEO Greater China at Leo Burnett, the agency of Chinese brand Li Ning.
To see previous Media TV interviews, click here.
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