Football’s 2018 World Cup in Russia was a great stage for our teams and players. We were represented by the teams from Serbia, Switzerland, Senegal and Uruguay, who all played a respectable tournament. In terms of individual players, the PUMA strikers Romelu Lukaku and world champion Antoine Griezmann both had excellent performances on the pitch. Equipped with special editions of the PUMA ONE and PUMA FUTURE football boots, they stood out as two of the top three scorers in the tournament.
The strategic priorities of our FOREVER FASTER strategy continue to be brand heat and desirability, a competitive product range, a leading offer for women, improved quality of distribution, organizational speed, and now a strong reentry into basketball as the latest addition.
The PUMA brand is built on credibility from its long history and tradition in sports. PUMA is associated with some of the greatest sporting legends such as Pelé, Maradona, Usain Bolt, Tommie Smith, Martina Navratilova, Boris Becker, Merlene Ottey, Lothar Matthäus, Heike Drechsler, Linford Christie and many more. Today PUMA continues to strengthen its position as a sports brand through partnerships with some of the most elite ambassadors such as Lewis Hamilton, Bryson DeChambeau, Sergio Agüero, Antoine Griezmann, Borussia Dortmund, Olympique de Marseille and AC Milan. In 2019, we are excited to welcome the international top clubs Manchester City and Valencia CF to the PUMA family.
PUMA also frequently works with the most relevant cultural and fashion icons to connect with young trend-setting audiences. This has made PUMA one of the hottest sports and fashion brands for young consumers. The partnerships that we have had with Rihanna and Selena Gomez have defined a new way for cultural influencers and brands to interact. In 2018, PUMA has further capitalized on this success and has entered a partnership with supermodel Adriana Lima as an ambassador for Women’s Training.