We’ve been able to sharpen our performance credibility to demonstrate our sporting point of view in a more cohesive and coherent way, especially in the US, and we’ve done a lot to create brand heat for the company overall. We can confidently say that Basketball has helped us to sell more football boots, more fashion sneakers, even more branded apparel.
What does it mean for the brand?
Throughout 2018, we’ve also become clearer about what it means to participate in “sport culture.” We made a lot of progress in Football culture whether it’s understanding our football-obsessed teen as our core consumer, or signing a new generation of exciting athletes who are unique individuals on and off the pitch. I think Golf has always been a category where PUMA capitalizes on golfing culture.
Now, I believe we are finally defining our method and approach to sports in a way that is consistent with our brand’s ethos and energy in all of our categories. We’ve sharpened our focus on blending style and technology in Motorsport and that’s starting to really pay dividends. Even our training initiatives are reaching into the cultures of fitness, wellness, and health, and are proving what we mean when we say, “Sport Culture is Sport.”
In a fast-paced and highly competitive sportswear industry, what is PUMA doing to keep growing and stand out from its competitors?
I think that with each passing year, we are getting better and better at focusing on the culture around sports, and thinking about the ways to impact the people who are a part of that culture, as efficiently and effectively as possible. In 2019, we have a huge opportunity to improve the techniques that we use to communicate across the board. The communications channel shift that we have observed over the last several years suits PUMA very well.
The trends we see in the market and among consumers play to our strengths: social media power, word of mouth storytelling, influencer marketing. These communication channels are built around the ways that our “Generation Hustle” consumers speak to one another. These trends also demonstrate that we need to recognize that the kid who’s into Basketball might also be into Football, might also be into Golf, might also be into Motorsport, and doesn’t necessarily care which category their products are coming from – as long as they’re relevant and cool and interesting. If we continue to evolve our thinking in that sort of enlightened way and address Sport Culture across the board – the fashion of sports, the music of sports, the gaming, the humor, the inside knowledge of sports, and so on – that’s our differentiation point. That’s how we are going to win.