OBJECTIVES

To know the personal views of the people regarding various branded shoes.

To study which branded shoe is mostly preferred by people as per their choices.

Comparison between various branded shoes.

Find out factors influencing the people at the time of purchasing shoes such as Quality,
Durability, Variety, Price, And Use in Sports.

To make Puma as sophisticated Brand

Puma to be known as a Sports life style brand.

Puma to be known as socially active and responsible brand.


Area Of Study

While surveying I encounter with some problems like-

In some of the retail showroom it is not allowed to get the questionnaire filled.

Many of the respondents were not willing to fill the questionnaire.

Some people were not willing to respond and few of them who responded were in hurry
hence the active participation was lacking. Due to which I faced difficulties in collecting
informations regarding our questionnaire.

Another problem which I face was that people were hesitating to give information about
their views freely.


INTRODUCTION

Adidas was formed by German sports apparel by the founder Adi Dassler during the 1920s.
While Dassler was in his mothers wash room
he decided to begin an athletic shoe. After he
made the shoe he had help from his brother and
twelve other people to produce around 50
handmade shoes per day. These athletic shoes
were made for running and training.

For over 80 years, Adidas has been part of the
world of sports on every level, delivering state-of-the-art sports footwear, apparel and
accessories. Today, Adidas is a global leader not only in the shoe industry, but also in the
sporting goods industry. Shoes from the Adidas are available in virtually every country of the
world. Oddball is proud to carry quality large size Adidas, (www.oddballshoe.com).

Recently Adidas and the NBA joined forces and made The Brotherhood. The Brotherhood
consists of Tracy McGRady of The Houston Rockets, Dwyane Wade of The Miami Heat, Tim
Duncan of The San Antonio Spurs, Chauncey
Billups of the Detroit Pistons and Gilbert Arenas of the Washington Wizards. When it came
down to it Adidas and the NBA came up with the slogan called Basketball is a Brotherhood.

The main focus of The Brotherhood was Adidas to sponsor the NBA. The way these six players
were selected was by their athletic ability which is why they are also known as all stars. Then
these six players decided to form a series that would help kids to discover their dream by playing
with NBA Stars.
A strong advertising and public Relation events makes adidas as a worldwide recognized brand
and it would be more sustainable in the world market.




HISTORY OF ADIDAS
The company Adidas was founded in the early 1920s as Gebruder Dassler Schuhfabrik, in
Herzogenaurach in Germany. Adolf Dassler designed a pair of sport shoes in 1925 and few years
later he and his brother Rudolph were selling special
shoes for tennis players and began design specific shoes for
different sports. The family company split in 1948. After the
split, Adolf (Adi) Dassler founded Adidas and his brother
Rudolph founded Puma. The three-stripe logo was
designed in 1941 by Adi Dassler and he registered it as a
trademark for Adidas after the split. The strength of
Adidas was its product innovation. Adi Dassler registered
more than seven hundred patents. Adidas began selling its
shoes in the United States after 1968 and in few years the
company dominated the American market. The most important marketing breakthrough was the
active promotion of global sporting events, especially the Olympics. The connection of Adidas to
the Olympics has a rich heritage. At the 1972 Olympic game in Munich, every official wore
Adidas.

Activities:
Manufacture and distribution of textiles, shoes and
appliances for sport and related products. Adidas has
107 subsidiaries in 20 countries, and exports to 160
countries. Exploitation of the registered trademark
Adidas is made where ever it is an opportunity.
Activities of the company and its subsidiaries are
directed from Adidas-Salomon AG's headquarters in Herzogenaurach, Germany.

Products: Adidas
Footwear, apparel, and hardware such as bags and balls. Salomon - Winter sports incl. skis,
snowboards, snowblades, ski boots and bindings, inline skates, hiking, apparel. Mavic -Cycle
components, Bonfire - Snowboard apparel. Arc'Teryx Outdoor apparel, climbing equipment,
Clich Skateboard equipment, footwear and apparel, Taylor Made-Adidas Golf Golf equipment,
golf apparel, golf shoes and finally, Maxfli Golf balls, irons and accessories.
In 1990, Adidas was holding on to just a two to three percent share of the U.S. market. Between
1988 and 1992 Adidas total sales dropped from nearly $2 billion to $1.7 billion. In the same
period, Nikes sales went from $1.2 billion to more than $3.4 billion. From being the U.S. market
leader in the late 1970s, Adidass market share dropped to 3 percent in 1992. The European
market shares dropped while Nikes shares grew.
Adidas also have had problems with the upstream value activities in their value chain.
Traditionally, the company have their own factories and wholly owned subsidiaries. What
happened in the '70s and forward, during the Adidas recession, was that Adidas was unable to
ship products when it was needed, and they had a long supply chain - it took 18 months to get a
new shoe into the market.

SITUATION ANALYSIS

Adidas AG (pronounced [AH-dee-'dahs]; often in English, FWB: ADS) is a German sports
apparel manufacturer and part of the Adidas Group, which consists of Reebok sportswear
company, Taylor Made-adidas golf company, and Rockport. Besides sports footwear, the
company also produces other products such as bags, shirts, and other sports and clothing related
goods. The company is the largest sportswear manufacturer in Europe and the second biggest
sportswear manufacturer in the world, to its US rival Nike. The company's clothing and shoe
designs typically feature three parallel bars, and the same motif is incorporated into Adidas's
current official logo. The company revenue for 2008 was listed at 10.799 billion and the 2007
figure was listed at 10.299 billion, or about US$15.6 billion. The situation analysis consists of
the market trend analysis and competitor analysis.

Market Trend Analysis

Adidas earn from EU 877 million in worldwide sales to EU 9.2 billion in the ten years between
1988 and 1998. The market demand from teenagers who should be Adidas and most important
target market increased very fast and Adidas started to expand its targeting market to younger
consumers because of its severe competition with Nike and Reebok. Therefore, since the late
1980s, Adidas has worked to transform itself from a brand of sneakers to a product integral to
the sports culture. During this stage, the Adidas brand has become so strong as to place it in the
rarified air of recession-proof consumer branded giants, in the company of Coca-Cola, Gillette
and Proctor & Gamble. Consumers are willing to pay more for brands that they judge to be
superior in quality, style and reliability. A strong brand allows its owner to expand market share,
command higher prices and generate more revenue than its competitors. With its Impossible is
Nothing campaign and strong product, Nike was able to increase its share of the domestic
sport-shoe business from 18 percent to 43 percent.






Competitor Analysis
Adidas has two lager competitors Puma ,Nike and Rebook. Besides that it would have several
small competitors.
Comparative Analysis Trough The Equity Model

Review of the equity model
Lets make a short review to remind the reader what the separate blocks or keywords mean in the
equity model. See figure below.





Brand equity can be defined as the brand assets linked to a brands name and symbol that add to
a product or service. This asset can be created and analysed trough the four dimensions, brand
awareness, perceived quality, brand associations, and brand loyalty.

Brand awareness is the base to affect the consumer perception and even taste. People like the
familiar and are prepared to ascribe all sorts of good attitudes to the items that are familiar to
them. According to D. Aaker perceived quality is a special type of association, partly because it
influences brand associations in many contexts and partly because it has been empirically shown
to affect profitability as measured by ROI (Return On Investment) and stock return. Perceive
quality, is basically how the customer perceive the brands quality status. Brand associations can
be anything that connects the customer to the brand. It can include user imaginary, product
attribute, use situations, organizational associations, brand associations, and symbols. Brand
loyalty is at the hart of any brands value. The concept is to strengthen the size and intensity of
each loyalty segment.

Comparative analysis
Nike centred their brand equity model on the platforms, the endorsement focus strategy, creating
a dominant media presence, development of Flagship stores, NikeTown and sub-branding. The
Adidas strategies were based on, endorsement focus strategy, advertising, sponsorship programs
focusing on major global events, sports associations, and teams, and sub-brands.
Brand
Equity
Brand
Awareness
Perceived
Quality
Brand
Associations
Brand
Loyalty

To create brand awareness both companies have been using endorsement strategies in their
brand-building programs. What differs is that Adidas focuses on sponsorship of teams and events
e.g. national teams and big sport events like the Olympic Games and different World
Championship events. This will help them to create awareness with help from different types of
media. In contrast Nike has their focus on individuals like M. Jordan and T. Woods and their
success stories.

About the second strategy, advertising. Nikes advertising strategy was to create dominant
presence in media. Nike created
media presence in several trend
setting United States cities. TV ads
linking Nike to a city were used, but
real drivers were huge oversized
billboards and murals on buildings
that blanketed cities with messages
featuring key Nike-sponsored
athletes, not products. Adidas took
up the competition with Nike through raising their advertising budget to a level that made it
possible to compete with Nike on the same conditions and the same strength as Nike did to
capture the consumer interest. Adidas did not just spend more money; they made an impact with
brilliant executions. They made TV and other advertising campaigns. The company communicate
their heritage of innovation, technology and big success stories with personalities like Emil
Zatopek, Mohammad Ali. Adidas tried to spread meanings like We know then- we know now
and There is nothing between you and success, so exceed your own expectations and
limitations and Earn it. The success was obvious and after hard work and striving toward a
top position in the industry Adidas was back in business.
COMPETITORS:
Rudolf Dassler, Adies brother, founded a rival company, PUMA the chief competitors
of Adidas are PUMA and NIKE. In August 2005, the company announced that it had
made a deal to acquire rival REEBOK for$3.8 billion. The acquition would increase
its market share in North America and allow it to further compete with Nike. This
will propel Adidas to the number two spot in the foot apparel market behind Nike.
Adidas trademark saying is impossible is nothing.
0
5
10
15
20
25
30
Nike adidas Reebok Power Puma Others
22.94
25.29
28.24
7.65
2.35
13.53

ENHANCEMENT
In the 1980s, Adidas sneakers became popular amongst teenagers and young men. The
Adidas sneaker was popularized by the RUN DMC song My Adidas and became a
huge fashion trend.
After a period of serious trouble following the death of Adolf Dasselers son Horst
Dasseler in 1987, the company was bought in 1990 by Bernard Tapie for 1.6 billion
French Frances ($320million), which Tapie borrowed. Tapie was at the time a famous
specialist rescuing bankrupt companies, a business on which he built his fortune.
Tapie decided to move production offshore toAsia.he also hired Madonna for
promotion. In 1992, Tapie was unable to pay interest from his loan. He mandated the
Credit Lyonnis bank to sell Adidas, and bank subsequently converted the outstanding
debt owed to equity of the enterprise, which was unusual for then-current French
banking practice. Apparently, the State-owed bank had tried to get Tapie out of dire
financial straits as a personal favour to Tapie,reportedly because Tapie was a minister
of Urban Affairs in the French government at the time.

February 1993, Credit Lyonnais sold Adidas to Robert Louis Dreyfus, a friend of
Bernard Tapie, for a much higher amount of money than what Tapie owed 4.485
billion francs rather than 2.85billion. Forgetting why the bank actually bought Adidas,
Tapie later sued the bank, because he felt spoiled by the indirect sale.
Robert Louis-Dreyfus became the new CEO of the company. He is also the president
of the Olymique de Marseille football team, to which Tapie is closely linked.
Tapie went bankrupt himself in1994. He was the object of several lawsuits, notably
related to match fixing at the football club. He spent 6 months in La Sant prison in
Paris in1997.
POST -TAPIE ERA

In 1997, Adidas AG acquired the Salomon Group, and its corporate name was changed
toAdidas-Salomon AG. In August 2005, Adidas declared its intention to buy Anglo-
American rival Reebok for US$3.8 billion. This takeover was completed in august
2005 and meant that the company will now have closer business sales as those of Nike
in Northern America. The acquisition of Reebok will also allow Adidas to compete
with Nike Worldwide. World cup 1954 when West Germany miraculously won the
soccer 1954 World Cup, their footwear was supplied by Adidas. These shoes
introduced a technological breakthrough: studs with screws.When weather were good
and pitch was hard, the shoes were equipped with short studs; when it rained; longer
studs were screwed on the bottom of the shoes. As the final game against the highly-
favoured team from Hungary was played in heavy rain, this gave the German players a
firmer hold on the slippery pitch.

Celebrities:
Celebrities are often involved in advertising campaigns such as television or print
adverts to advertise specific or general products. Adidas use David Bekham as their
brand ambassador and many more celebrities in every region to promote their product.
Adidas already has heavy weight sportsmen such as Sachin Tendulkar, Leander Paes &
Mahesh Bhupathi endorsing the brand in India. They had the image, apart from
endorsing the performance element in the brand. Adidas steps out of crease with a
clear sports positioning.

ADIDAS IN INDIA
Adidas entered the Indian market in 1996 by setting up a 100% subsidiary of Adidas AG
called Adidas India Ltd. and announced its joint venture with Magnum International Trading
Company Ltd. on October 1, 1996. The new joint venture Adidas India Ltd. was incorporated
with an initial investment of US $ 205 million with Adidas India Ltd. holding 80% of the equity
and Magnum holding the balance 20%. This investment was raised to US $ 6.4 million with the
equity structure remaining the same. Currently, the total investment stands at US $ 11.4 Million
with the equity structure changing to 91.4% by Adidas and 8.6% by magnum.
Adidas Range of Products in India:
A month after announcing the joint venture, Adidas India Ltd. launched its range of sports
footwear, apparel and accessories in New Delhi on November 1, 1996. Subsequently, Adidas
products were also launched in Mumbai, Bangalore, Chennai, Hyderabad and Calcutta.
Currently, Adidas products are available in 30 cities in India. The range of Adidas products
available in India include sports footwear featuring some of the most popular innovations and
technologies developed by Adidas such as Feet You Wear, Torsion system and adi wear. The
sports footwear available in India includes a wide range of core categories such as adventure,
basketball cricket, golf, indoor, running, tennis, training, soccer and workout. Adidas has
introduced in India, a wide range of sportswear for both men and women. These include apparel
for athletics, basketball, cricket, golf, running, soccer, swimming, tennis and training for Men
and women.



Puma

The sports wear industry in India has a very close working relationship with the sportsmen
which are the midst of a major transformation. In Indian market Puma is present from
many years and a good brand image to the Indian. A convergence of the user, developer
and producer has provided Indian with the regions most sophisticated sportswear sector.

In the Indian market athletic sportswear began to evolve from a product line aimed at small
and unique market into a main stream fashion product. The clear divisions between
performance and fashion function and style formal and informal that once existed have
became increangisly blurred. The acceptability of casual dress on more occasion parallel the
way for sportswear to move into the mainstream clothing market. The trained was
accomplished by a real increase in sports participation.

The sportswear market in India is well established as well as booming. The demand
for sportswear is ever increasing.
Customer Insight

Product Categories
Athletic footwear exercise, baseball, basketball, running, track & field.

Apparel tracksuits, football strips, and similar sportswear.

Accessories sports luggage, footballs, and gloves.










Competitor Profile

Although Puma has labeled B brands because in terms of their market share, they form a
second rung of manufacturers in the sportswear industries just below the market leader or the so
called A brands like Nike, Reebok and Adidas. So the main competitors for Puma are
Nike.
Adidas.
Reebok .
NewBalance
Kappa
Umbaro

As mentioned above other sports apparel brands almost dominate the market not just in
Singapore but elsewhere as well. Puma is one of the poorly marketed products in Singapore
which results in low market share. It is very less popular as compared to other strong
competitors. The market shares of these competitors along with the market share of Puma are as
follows:
Market share of all sports apparel brands:

(Company) (Market share)
Nike 43.2%
Adidas 18.03%
Reebok 10.9%
New balance 9.4%
Kappa 1.0%
Umbro 1.0%
Others 16.47%






Competitive analysis in terms of SWOT analysis

Almost all the sports apparel brands have strong brand recognition. They all have a wide
range of products. These companies are well established not just in Singapore but elsewhere
as well. They are all geographically well diversified which has a strong brand recognition.
Almost all these brands have good relationships in the form of bonds with sports clubs,
athletic teams, international sponsorships, good endorsements across the world which help
them to be recognized as a global brand.

Strengths Weakness Opportunities Threats
Brand Price Open more stores Intratype competition
Product Range Young Costumers only Cooperate with more Intertype competition
designers
Design Too few stores Consignment goods


Comparative SWOT Analysis of sports apparel brands :

Nike
They are strong as market leaders. They have strong bond with athletic organizations

At the same time their weakness can be noted as their products are highly expensive.
Most of their profit margins comes from the shoe market.

They can take the opportunities of developing sports wear, sunglasses and jewelry.

Adidas

Their biggest strength is that they have a very strong brand name. Their operations are
diversified geographically.At the same time their weakness can be termed as poor margins and
low inventory. They have the opportunity of sponsorships.

Puma

Pumas strength is lies in the famous brand name and variety of product range such as Athletic
foot wear, Apparel, Accessories, gloves. Puma has very less no of outlets that is the weakness
of Puma. Puma can take an opportunity of selling consignments goods and it can also take an
opportunity of sponsorship. All the three brands have the threat of increased competition and
imitation of goods
Brand Identity
How you want a consumer to perceive your brand can be termed as Brand
Identity. We want Puma to be seen as :

Young, innovative Brand.
People who are young or those who wants to feel young should wear Puma. The customers
should feel when they energetic, young, full of life when they wear Puma. That Brand Identity
we want to gain for Puma.

A sports Lifestyle Brand
Puma seeks to be the most desirable Sports lifestyle company by developing a sustainable,
iconic and global brand built upon core values such as design, innovation and inclusiveness and
communicated to thru all consumers touch points from product to distribution to marketing.
The result is holistic, meaningful and long term relationship with consumers.

A socially responsible brand.
Puma should be recognized as an environment concerned socially responsible brand.
Puma developed the social accountability and fundamental environmental standard house with
5 core pillars as a basis for their S.A. F.E concept representing a milestone for Pumas
corporate social responsibility policy. Social accountability means puma stands for its
responsibility to all its stake holders including direct and indirect employees, share holders and
consumers. Puma needs an active dialog with these stakeholders and interest groups such as
governmental organizations, academia and others The environmental standards aims to reduce
any negative environmental impact from Pumas business activities and guarantees products
are free of hazardous substances. Puma aims at producing environmentally compatible sports
goods.
Brand Image :

It is the image of the perception which the customer has about your brand.

Sports Brand.

People think that it is just a sport brand. They should also wear Puma casually.

It is not at par of Adidas and Nike.

Puma is not as famous as Adidas and Nike. It has gained the breadth of brand awareness but not
the depth. When people want to buy sports shoes the brand name come to their mind is Nike
and Adidas. Puma does not occur to their minds at first place. People also think that Puma is not
a sophisticated Brand.

Brand Personality :

A Brands relationship with human being, his characteristics and personality.

Puma can be related to personality which has characteristics like innovative, fun loving,
exciting, outgoing, energetic, full of life etc.

For Example - A famous Indian young creative Actors like Zayed Khan and Shahid Kapoor
who has these traits. Puma can be related to them.

Marketing Mix :
A marketing mix is the combination of product offering used to reach a target market for the
organization. It consists of the controllable variable that a company puts together to its target
market. Marketing mix comprises the product (what the actual offering comprises) price (the
value exchange for that offering), promotion (the mean of that communicating that offering
to the target audience) distribution (also known as place, the mean of having the product
offering available to the target audience) therefore marketing mix also known as the 4 Ps.

PRODUCT:

In term of product we are going to come up with strategies in quality, warranty,
and innovation.

a) Quality: we look forward to provide better quality product to our customer, to differentiate in
term of quality standard.

Hence, puma has already established its brand reputation over the years. But still there are
people, who prefer other brands like Adidas and Nike. So to be the first choice in consumer
mind we have to increase the standard, so that consumer should have a wish or perception on
their mind to opt for the brand.


b) Warranty: we will provide one month warranty to every customer to gain customer
loyalty, that if any fault has been seen after purchase we will exchange with a new pair of
shoestherefore we can create brand image.


c) Innovation: We will be coming up with continuous innovation in our product range, so that
the customers get his/her suitable choice. We would like to redesign our shoes and every other
stuff, for every age group. Not just sportswear but in every product of puma, every age group
should find their choice of stuff in our product range. There is less interest among customers in
Puma due to less product range as compared to the market leaders Nike and Adidas. To change
this attitude we are trying to redesign and increase our collection of shoes not just for sportswear
but for casual and office wear too. Bringing distinctive and latest trendy design is our prime
focus, as we all know that these days, we all are fashion conscious.






PRICE:

We are going to set a competitive price. Due to Chinese new year we will provides 20
% discount to the customer, so that they can buy puma brand and look over the brand
as in compare to other high level brand.

Discount on high unit purchase i,e if 4 pair of shoes are purchased in span of 1 year then
customer will get 50% to 60% off on their 5th one when they will buy, this will grow the
customer attention toward our brand and they mite switch from buying an Adidas sportswear.
We will also introduce a innovative way, that on purchase of a pre set limit a free gift will be
offered. The company will also offer package like a full range of soccer apparel, including jersey
to gloves throughout the year.

PROMOTION: I

It can be done in various ways. We will sponsor events like Formula -1 car racing, road
shows or local football match to increase our brand identity and that will create public
awareness.

We will also sponsor inter school, college and corporate tournament, to gain good publicity
toward our brand puma and also can indirectly help to get a positive attitude towards puma
by our customers. Endorsement Since puma is already a reputed brand in the market;
therefore finance wont be a problem at all. Therefore in order to create a strong brand image
we can endorse celeb like tiger woods to promote our strategies, that will help to create a
image on consumer mind, that can be made telecast through advertisements in t v and in mrt
and buses or even in magazines like sports star and sports today. Keeping the collection
available in puma website, because there are people who dont have time to check, by going
on around various store so they can look through the particular website to select product of
their choice and buy the stuff. This can be added advantage for us to capture those potential
customers who love to shop online. It will create strong brand image.

Packaging: it is also a vital factor. As it involves the development of a container and a
graphic design for a product . Packaging function includes protecting the product from
damage. As package can be a vital part of the product making it more versatile. Like a brand
name, a package can influence customers attitude towards a product and so effect their
purchase decision, so we will look through our packaging. We will try to use the
promotional logos of Formula-1 car racing competition in our shoe boxes. It is going to a big
sporting event in Singapore and will definitely enrich our brand image if we become
successful being one of the sponsor of the event.
The sports shoe industry is estimated to be worth S$70 million, with growth rates averaging 5-
10% a year. Sports shoes have become big business, as more people are adopting exercise as a
way of life. Function and style are equally important for a majority of consumers when it comes
to choosing a sports shoe. Consumers want their sports footwear to be useful for their sport, and
to look good on a social level, as they want to wear them on the street as well. However, keen
sportsmen continue to stay with high-end performance products with the wide variety of sports
shoes currently available (ranging from basketball, running shoes, aerobics, tennis, and other
sports).

This is probably a opportunity for puma to increase and raise the standard of the brand. Hence
innovation and increase in product range is seen viable that what puma lack in comparison to
other brands. To create a strong brand image, we will be implementing successful strategies to
get into people mind that puma brand is also a better one along with nike and addidas.
Meeting customer expectation is our ultimate goal.

PLACE :

They are planning to open more retail outlets where there is consistent foot traffic with all the
latest design and product of puma. We are trying to provide information of our latest promotions
and product range through mobiles to our customers. It can be easy for anyone to retrieve
information regarding Puma anywhere and anytime. This will definitely attract more customers
to our Puma stores and help building a strong brand image.





Customer Based Brand Equity :( CBBE MODEL )


1)Identity (Salience): Right from its inception, Puma has one of the most elegant logos among
sports lifestyle goods. It has further supported its logo by the use of vibrant colors right from it
packaging to its advertisements. People clearly identify this logo under any circumstances. This
identity further brings to the minds of consumers the unique characteristics of the brand and the
usefulness of it. Further it has tried to use this logo by making it larger than life on all its
products.


2)Meaning (Performance / Imagery): Puma has always fulfilled the elegant requirements of a
true sports lifestyle brand. It has specially designed products for a lot of sports and furthermore it
has created such innovativeness that these products can be further extended to everyday casual
use. People consider Puma to be a young brand that fulfils the high image requirements of the
youth. It has always laid emphasis on innovation and striking designs in its products and has
positioned itself as a high end fashion brand because of its high pricing.


3)Response (Judgments/Feelings): The perception of the consumers in Singapore for Puma
has reached from functional to aspirational because not only does it fulfill the basic needs but
due to its innovativeness and quality level, it has created a feeling of trust among its consumers.
Unlike lower brands, consumers feel a sense of pride using puma products. All the more, the
youth have understood its unique offerings and use it at various occasions by not limiting
themselves to using it in specific categories.


4)Resonance: Though Puma has improved considerably over the years in Singapore, it has still
not achieved the respect showered towards Nike, Adidas and Reebok. People still consider these


brands superior in quality, class and functionality. Puma is trying to reach this level by
further creating awareness by emphasizing on being a sports lifestyle brand.

Brand Strategy :


In 2010, they took an intense look at how to differentiate the PUMA brand from our major
competitors in the sports market. The brand clarification involved evolving our positioning,
a more detailed understanding of our target consumers and a zooming into who we are and

how we look at the world with the crucial addition of sustainability to the PUMA brands vision.

The World Cup Year 2010 coincided with the International Year of Biodiversity and PUMA
being the brand that joyfully mixes the influences of Sport and Lifestyle with the desire to
contribute to a better world seized the opportunity to combine its passion for sports,

Africa and nature.They partnered up with the United Nations Environment Programme
(UNEP) and launched the Play For Life campaign to support biodiversity worldwide and
specific initiatives in Africa. Their goal was to raise awareness about habitat and species
conservation among football fans and the general public during the Football World Cup and
other football events worldwide.

PUMAs key fundraising lever was the revolutionary Africa Unity Kit - the worlds first
continental football kit designed to be worn by the 13 African football national teams that
PUMA sponsors. The Africa Unity Kit was approved by FIFATM who officially recognised it as
the Official 3rd kit to be worn by those PUMA-sponsored African teams. With all eyes on Africa
during the 2010 football season the Africa Unity Kit made a compelling global statement. By
supporting the Africa Unity Kit, African teams are not only uniting as a powerful force in world
football, but also raising awareness of the importance of environmental issues. The Unity Kit
related products were amongst the top ten sellers in PUMA stores throughout the duration of the
World Cup. PUMA once again lived up to its reputation as the leader in design and product
innovation within the Sportlifestyle industry. PUMAs third generation v1.10 football products
that were worn by some of the best players in the world - including Samuel Etoo, Emmanuel
Eboue, Chinedo Obasi, Mohamed Zidan and Mario Gomez - scooped the prestigious iF product
design award 2010 in the Leisure/Lifestyle category. The v1.10 boots and gloves combine high-
performance materials with an African-inspired design aesthetic.