Puma Join America’s Cup
August 3, 2011
Puma is the new official sportswear partner of the America’s Cup.
The deal, which runs until 2013, will see Puma operate an official online store as well as pop-up fan shops at race locations. The company has also become the official supplier to the America’s Cup event authority and America’s Cup race management team, providing clothing as well as sailing performance gear.
As the official sportswear partner, PUMA will serve as the exclusive licensee of event-related sportswear for the America’s Cup Event Authority and America’s Cup Race Management teams, including their sailing performance gear.
“The new America’s Cup represents a radical shift in the way people will connect with the sport of sailing. We’ve looked at every component of the event from the viewer’s eye so we can create customized experiences for audiences around the globe. We’re committed to providing the ultimate in performance sportswear for our fans, and in PUMA, we’ve found a partner who can deliver on that promise,” said Craig Thompson, CEO, America’s Cup Event Authority
“PUMA’s approach to sailing has always been a little bit different,” said Antonio Bertone, Chief Marketing Officer for PUMA. “We’re the mavericks in the industry, intent on shaking up the sport with campaigns, products and partnerships that reach new audiences, dial up the ‘fun’ and push the boundaries of performance technology. America’s Cup embraces a similar philosophy and re-emerged as the hottest thing to happen to professional sailing in decades. We’re excited to come aboard as the official sportswear partner for the Cup.”
PUMA first introduced themselves in the sailing category in 2008 when it developed a line of performance and lifestyle footwear, apparel and accessories to support the launch of the PUMA Ocean Racing. Driven by a massive global marketing machine focused on media and fan engagement, its early successes helped establish PUMA as a credible sailing brand and paved the way for the partnership with the America’s Cup.
The new line will be released to the public on 6 August at the America’s Cup event in Cascais, Portugal.