Ambassadors, influencers and retro toys

This week Puma has signed a long-term partnership with Manchester City captain Vincent Kompany, launched an activewear collection with Selena Gomez and '90s Streetwear-Inspired PUMA x XO Collection with The Weeknd. The brand’s enthusiasm for a-list brand ambassadors and creative partnerships is showing no signs of slowing down. This year it also made several other football signings including Romelu Lukaku, Luis Suarez and Kompany’s City team mate, David Silva.

New Media: The appointment of Havas Media as its new global media agency for buying and planning in October will undoubtedly have an impact on strategy including partnerships.

Nostalgia is a helluva drug: For its retro themed “RS” shoes, Puma has licensed Hot Wheels and Transformers as well as creating its own colourways inspired by “the toys of our childhood”. Naturally it could be looking to add similar iconic partnerships to its portfolio.

Social influencers: Puma recently teamed up with social influencers Jess Woodley and Emma-Louise Connelly, who both have a considerable UK following.

Strong female lead: We predict partnerships will be sought to support its departure from performance into more of a lifestyle positioning. The Fenty X Puma partnership with Rihanna generated double-digit revenue across all regions and has significantly boosted brand appeal among women. It has also partnered with Selena Gomez, Cara Delevigne and most recently supermodel Adriana Lima as its female training ambassador. Its tie-up with Selena Gomez, “Strong Girl”, aims to empower women with a combined collection of showcasing style, femininity and sports.

Partnerships: City Football Group (CFG) from the 2019/20 season which includes Manchester City, La Liga side Girona, Australian team Melbourne City, Japan’s Yokohama F Marinos and Uruguayan outfit CA Torque.

Athletes: Antoine Greizmann, Usain Bolt, Rickie Fowler, Lewis Hamilton.

Entertainers: Rihanna, The Weeknd, Cara Delevigne, Selena Gomez.

Teams: Arsenal, Dortmund, AC Milan, Italian national football team.

Key decision-makers:

UK Marketing Director Ruth How - connect

Puma Lifestyle Brand Manager Tom Pearce - connect