Puma gears up ahead of Euro football championship
On 21st April, Puma unveiled its leading boots concept for the Euro 2016 continental football tournament. The brand launched 'Tricks', a pair of twin-coloured boots, one pink and the other yellow, for the event scheduled in France from 10th June to 10th July. Puma's ambassadors in France will be local national team forwards Olivier Giroud and Antoine Griezmann.
Though the German brand does not have the same strike force as market leaders Nike and Adidas, Euro 2016 will be a crucial event for it. "We wish to be visible on the pitch thanks to our Tricks models' distinctive design, as well as through our football players," stated Richard Teyssier, Puma France's General Manager.
Puma will outfit 5 of the 24 football teams playing in the tournament's final phase, Italy foremost among them. The others teams in Puma's portfolio are Switzerland, Austria, the Czech Republic and Slovakia. The brand is relying on the competition to boost local sales. "It will be a time in which football will be very relevant. We will all benefit from this," explained the French subsidiary's director.
The new range launch and the Euro 2016 showcase ought to allow Puma to step on the gas and gain market share, notably in France. According to Puma's French management, "with the turnaround strategy begun in 2014, the group has decided to focus on football. Such a focus is essential. There are two well-established powerhouses, but consumers love an alternative. We are positioning ourselves as the only potential number 3."
Puma needs indeed to gain a lot of ground to be able to rival with Adidas and Nike in football. Puma's strategy however is to strengthen its position with those sport retailers offering the most extensive product range in-store.
Globally, the group has reported a 3.7% sales growth in the first quarter, reaching €852 million, with an EBIT growing by 10.1%, up to more than €41 million.
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