Read “Puma’s Basketball Re-Entry”
Find and watch at least two Puma basketball commercials from 2018 until now.
Watch “Puma CNBC Interview”
https://www.cnbc.com/video/2019/10/25/watch-pumas-adam-petrick-talk-the-brands-bet-on-basketball-celebrity-collaborations.html
Read “Puma History”
In a minimum of five double-spaced pages, answer the
following questions and
–
Create a go-to-market strategy for announcing and leveraging
a new signing. This
signing could be an athlete, celebrity, activist, or anyone
else you can argue fits in
Puma’s brand. You must select someone without an existing
apparel partnership. Be
sure to reference why you believe they would be a good fit
citing specific
justifications from the Puma CNBC Interview and Puma History
reading.
–
a. Conduct a SWOT analysis for Puma’s global director of
marketing and branding
Adam Petick. Use quotes, sourcing and data from the case,
video, and reading to back
up your SWOT inputs.
–
b. With which product(s) will the person be involved? You
should select at least two
specific Puma products/styles.
–
c. On which platform(s) will you market the person, and how?
Use Adobe Spark or
another graphic design program to create at least one post.
–
d. How can you differentiate this person’s Puma sponsorship
from the relationships
other athletes possess with Nike, Adidas, Under Armour,
etc.? Assume you are
competing with them for this signing.
–
e. How could one integrate or blend this new endorsement
deal with Puma’s roster of
culture/music/athlete partnerships? Research at least one
(1) way an athletic apparel
company has done this effectively in the last five years.
