×
82 232
Fashion Jobs
FOOT LOCKER
Digital Marketing Manager, Champs
Permanent · Bradenton
L'OREAL GROUP
Director, SEO
Permanent · New York
L'OREAL GROUP
Assistant Vice President, Amazon Eretail - l'Oreal Professional Products Division
Permanent · New York
L'OREAL GROUP
Account Executive - Skinceuticals (Miami)
Permanent · Miami
NORDSTROM INC
Asset Protection - Security Ambassador -Nyc Flagship
Permanent · New York
KOHLS
Full-Time Loss Prevention Supervisor
Permanent · Colorado Springs
KOHLS
Full-Time Sales Supervisor - Softlines
Permanent · Rice Lake
KOHLS
Full-Time Sales Supervisor - Softlines
Permanent · Edwardsville
ROSS STORES
Compensation Analyst, Supply Chain
Permanent · Brookshire
ROSS STORES
Store Protection Specialist
Permanent · Harlingen
ROSS STORES
IT Manager ii (Supply Chain Warehouse Core Systems)
Permanent · Fort Mill
SCOTCH & SODA
Head of Buying, Planning, And Allocation
Permanent · New York City
CENTRIC BRANDS
Account Executive - Montreal - Buffalo Jeans
Permanent · Montréal
NEIMAN MARCUS
Manager Operations
Permanent · Pittston
NEIMAN MARCUS
Content Editor
Permanent · New York
NEIMAN MARCUS
Product Manager, Enterprise Data Analytics
Permanent · Denver
NEIMAN MARCUS
Merchandise Planner
Permanent · New York
BLOOMINGDALE'S
Asset Protection Visual Security Officer, Century City - Part Time
Permanent · Los Angeles
BLOOMINGDALE'S
Outlet Keyholder Selling, Dolphin Mall - Full Time
Permanent · Miami
GAP INC
Asset Protection Agent
Permanent · New York
ESTÉE LAUDER
Commercial Regional Supply Manager
Permanent · New York
TJX COMPANIES
IT Product Manager
Permanent · Marlborough
Published
Oct 13, 2011
Reading time
2 minutes
Share
Download
Download the article
Print
Click here to print
Text size
aA+ aA-

Puma seeks new markets with F1 deals

Published
Oct 13, 2011

(Reuters) - German sporting goods maker Puma plans to use a new Formula One partnership to gain consumers in Asia's emerging markets and reassert its sports performance credentials, a Puma executive said on Wednesday.

Puma


Puma earlier signed a deal to provide Formula One team Mercedes GP Petronas with fire-proof racewear for drivers and pit teams, and to produce licensed apparel.

The leaping cat logo of the company, which has been involved in motor racing's premier event for more than a decade, will also be displayed on the 2012 Mercedes race car and teamwear.

"The expansion of Formula One is coinciding with some of the key markets that we're targeting," Christian Voigt, head of sports marketing at Puma, told Reuters, highlighting new Grand Prix venue countries such as India and South Korea.

"There's considerable appetite for our licensed ranges in Latin America and Asia, especially China."

Ross Brawn, team principal at Mercedes, told Reuters after the Puma deal was announced there was strong interest from even more countries in joining the Formula One circuit, but that with 20 races next year, the calendar was pretty full.

"What we will see in future is perhaps trading some of the races for other races," Brawn said, adding a core group of long-term venues such as Monaco, Silverstone and Monza would remain.

Voigt said the deal to develop lightweight racewear for drivers such as Mercedes' Michael Schumacher and Nico Rosberg would highlight Puma's technology prowess.

"We have our positioning as a sports lifestyle brand but we need to continuously reinforce our performance roots," he added.

Puma also has a partnership with Formula One glamour team Ferrari that it extended earlier this year.

Voigt said Puma was happy with having two Formula One teams for now and wanted to focus on building those partnerships.

Friedhelm Lange, a consultant with Sport+Markt, who advises branded goods companies on motorsport sponsoring, said Puma benefited from being the only one of the big three sportswear groups heavily involved in Formula One, referring to rivals Nike and Adidas.

"So from a merchandising point of view, they have somewhat cornered the market," he added.

Puma did not disclose financial details of the Mercedes deal.

(Reporting by Victoria Bryan; Editing by David Hulmes)

© Thomson Reuters 2021 All rights reserved.