It is only natural that Adidas and Puma are natural
competition. Born out of a rival between two German bothers in the 1920’s with
the Dassler Brothers Sports Shoe Company. Even after Hitler took power and they
joined the Nazi party they were using celebrity Jessie Owens to promote and
wear their product. Prior to the brothers breaking up business and going separate
ways they were using celebrities.
Adidas over the years
has become a major player in the sports industry and in the athleisure style revolution.
Creating these styles with rapid turnaround and making them available when they
are seriously hot. Adidas is trying to stay connected with the consumer by
partnering with celebrities like Kayne West, (Powell). Another one of Adidas’s main strategy being
bringing on major star athletes.
Puma has recently been able to follow suite in 2016 with “Copa
América, the UEFA Euro 2016, and the Olympics in Rio – all of which proved to
be perfect stages to showcase PUMA as an innovative and design driven Sports
Brand” (Thomas-Jones). Positioning high class lifestyle merchandise inspired by
sports. Puma is teaming up with other well recognized brands with the task of
wanting to become the fastest sports brand with their new marketing strategy “Forever
Fast,” (Gupta).
Puma should continue doing what they are doing. Reinventing
themselves. Using the same strategy as Adidas has them riding on their skirt
tails. Puma should embrace their “underdog”
by being a neutral competition and telling their story like it is. Puma needs to continue with their honorable
reputation and keeping it clean. They also need to connect with their people.
Not just through social media and media ads, but actually get out and be with
those that buy their products. Be present at skate parks and skater events,
concerts, sports of all levels. Let the product have a humane feel. Puma made
it big in the 60’s and stayed pretty large up through the 90’s, they need to
reach back to that core group that brought them the fame and rekindle that
flame.
Most people prefer the top dog over the underdog because of
the large name and hype associated around it. They want to be on that popular
train and show that they know what is “in style” at the moment. Me, I prefer the
underdog. I like a company that has shown their grit to get to where they are.
One that stands by their product and is still connectable with its consumer.
Thomas-Jones, E. (2015). PUMA Paediatric early warning
systems: Utility and Mortality Avoidance. Http://isrctn.com/. doi:10.1186/isrctn94228292
Gupta, S. (2016, July 25). PUMA’s STRATEGIC MOVES TO BE
‘FOREVER FASTER’ IN THE MARKET. Retrieved October 05, 2017, from https://mpk732t22016clusterb.wordpress.com/2016/07/23/pumas-strategic-moves-to-be-forever-faster-in-the-market/
Powell, M. (n.d.). Adidas Reveals the Key Strategies for
Staying Ahead of Nike & Under Armour. Retrieved October 05, 2017, from https://hypebeast.com/2017/5/adidas-strategies-to-beat-nike-under-armour
Daum, K. (n.d.). 7 Ways to Win as an Underdog. Retrieved
October 05, 2017, from https://www.inc.com/kevin-daum/7-ways-to-win-as-an-underdog.html
Comments
Post a Comment