Bolt, Eto’o, Puma; A lightweight boot combination

Dear all,
When the fastest man in the world is featuring the lightest boot in the world, is it a good idea? Yes; Puma launched on August 19 the new V1.10 Lightning SL football shoe, claimed to be the lightest football boot in the world.  A very inspirational ad featuring Usain Bolt and Samuel Eto’o where the Jamaican and the Cameroon star are the 2 “men show” on the latest Puma promotional campaign. The fun and cool factors are the key words here. Let’s have a look.

Sometimes, we tend to forget the basic principles of a good marketing ad;
1. A powerful teaser
2. An “out of the box” idea
3. An ad launched with recognisable icons
4. An inspirational product

Puma did all of this. First of all, with the below teaser:

Then, Puma introduced their new V1.10 Lightning SL Football boots with a gold/black/green colour palette, inspired from the Jamaican flag colours and also from Usain Bolt’s track and field shoes. Puma claims to have created the lightest football shoe in the world as the Lighting SL weighs 150 gramms (5.3 ounces).

Great icon combination, cool promotional ad, “fonky” product. Puma put together all the ingredients for a tasteful recipe!

Karl Lusbec

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4 thoughts on “Bolt, Eto’o, Puma; A lightweight boot combination

  1. Interesting articles. Unique perspective on football with a sponsorship and marketing angle. As a distance- runner this article with Bolt caught my attention.

    These Puma boots may be l ight but how come it’s taking long for top players in a top Premiership or Serie A team to wear them? I keep seeing Nike or Adidas in the games.

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  2. Hi Monica,
    Good point. Promoting a football boot with a track and field sprinter gives a additional and different reach. A smart athlete combination and perfect marketing product integration example.

    Less athletes are wearing Puma shoes because adidas and Nike are more prominent by sponsoring more athletes.

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    1. Then the question becomes what footballer will leave its Nike or Adidas boots for a Puma boot?

      So far I saw Portugal defender, Chelsea right-back, Paulo Ferreira switch from Nike Mercurials to PUma in June 2010 then back to Adidas in the August Community Shield.

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  3. Hi Monica,
    It’s all a matter of the player being sponsored by one brand or the other. They have duration endorsement in their contract and if a Nike or adidas decide not to extend the player’s contract, he is free to sign with whichever brand he wants (or makes the highest offer)
    Thierry Henry switch from Nike to Reebok in April 2006 for example.

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