Traditionally, it’s been a minefield for non-sponsors like Puma to activate across the Video games. Adidas has been given loads of freedom by the Worldwide Olympic Committee (IOC) as its official sportswear companion for over 40 years, whereas Nike has gone for gold with its personal distinctive model of ambush advertising and marketing.
In 2024, although, organizers plan to loosen up guidelines and permit manufacturers to have a good time their Olympic athletes’ medal wins on social media, and Teyssier stated Puma has a reactive social workforce able to benefit from this. Their job can be to create content material and “improve” it utilizing AI, although the marketer couldn’t but elaborate on the specifics of that.
Throughout the occasion, Puma Home in Paris’ metropolis heart will host model activations and occasions. It’ll additionally create a “Little Jamaica” at its Puma Yard house in London, the place as much as 500 followers can attend free screening events for the whole thing of the Video games.
With 15.3 million spectators on the bottom in Paris, and 4 billion viewers anticipated to tune into broadcasts globally, Puma has an enormous alternative to drive each consciousness and gross sales.
“Without end Quicker” has some heavy lifting to do at Paris 2024 and past, as a result of together with Adidas and Nike, Puma has seen demand weaken as clients battle inflation and lower spending on non-essential items. The enterprise expects a weak first half of the yr, forecasting mid-single-digit proportion gross sales development.
Teyssier hopes the Olympics activations specifically could have a “halo impact” on the Puma model, serving to it shift footwear, jackets and the whole lot in between.
“The KPIs we’re taking a look at globally vary from model consciousness to buy intent,” he stated. “The important thing two are driving high of thoughts [awareness] and model consideration, as a result of whenever you create worth within the thoughts of the patron, that drives gross sales.”
