Pele, Boris Becker, Diego Maradona, Linford Christie... Puma product has adorned some of the most legendary athletes' bodies. Back in the 80s, it was a favourite on the footy terraces and the B-boy streets of New York. Puma has never tried to pretend that trianers are spaceships. They've never tried to flog us "Air" this or "Pump" that. It's always been straight-up, gimmick-free and forvever cool with the style underground. But somehow, right through the 90's, despite its untouchable sport'n'style heritage, the brand has been bossed by Nike and Adidas.

Now as the millennium approaches, sneaker pimps are returning to Puma. Maybe they're fed up with the all-out marketing assaults or the daft idea of "trainer technology". Maybe it's part of the trend towards pared-down simple fashion. Or maybe people just want a change.

In the States, hipsters are voting with their soles and sales have risen by 84 per cent in the last six months. With an impressive endorsement policy and snappy new product range, the brand is prowling Stateside streets once more and looks set to pounce on Britain.

"Urban Outfitters in New York is selling huge amounts of the Puma Easy Rider range," says Paul Gill, buying director at Scottish footwear retailer Schuh. "At the moment Puma is the number one brand in New York. It's pure hertiage brand which has put its emphasis on sport and not fashion. The fashion element evolved from the skate scene and music. Any sports brands come and go and enjoy different levels of success. Puma is now very fashion."

The Dassler Boot Company was set up in Germany in the 30s by Rudolf Dassler and his brother Adi. Not only did they create some of the best running shoes and football boots, they were also responsible for knocking footwear for the Nazis. Indeed, Hitler rather uncomfortably sat and watched black American athlete Jesse Owens collect four gold medals at the 1936 Olympics in a pair of DBC spikes.

In 1948 the brothers fell out and each one started his own company- Rudolph forming Puma and Adi starting Adidas (Adi Dassler, see?). Puma continued to gain momentum over the years to become one of the top sportswear brands in he world. Landmark sneakers have come and gone. Revivals have come and gone (the 1968 Puma States have remained a keen favourite in the nostalgia-obsessed world of fashion). And now interest is resurging again, helped along by the new Puma Cellerator.

This revival is no accident. It's part of Puma International's five-year plan to become one of the most desirable sports brands in the world. With global sales up by 5.3 per cent and with clothes and accessories up by as much as 60 per cent, it seems the plan's starting to work.

"For far too long Puma has been regarded as a safe sportswear brand," says Andy Rigg, marketing director of Puma UK. "We simply have not been offeing the consumer the right kind of product. But we're back with attitude. Puma is for people who don't want to look like their granddad. We are younger and more fashion conscious now."

Paul Gill agrees:"Consumers want product which isn't everywhere. A19-year-old doesn't want to be associated with the same brands as their younger brother or their father. You won't see your dad in a pair of Pumas.

"Adidas and Nike trainers have been so successful in recent years, many high street stores haven't looked beyond the swoosh or three stripes. Heritage brands such as Puma have suffered. But you know where you stand with a pair of Puma trainers. The cup sole on the Puma State is a classic. Skaters can wear tem, so can B-Boys. It's a shame that on their re-issue, he sports trade didn't understand what old-skool was about. It was never supposed to be mass market."

With Nike's worldwide sales of 9 billion a year and endorsers including tiger Woods, Andre Agassi, Micheal Johnson and Micheal Jordan, it'll probably take Puma a little more than five years to catch up. But it's bagged some upcoming sports personalities. It'll outfit nine NBA teams, joining Champion and Nike as exclusive on-court partners. Puma is also kitting out Derby County this season.

The brand has also given much thought to the impact product placement has had on youth culture, specifically within the music and entertainment industry. In the late 70s and early 80s, it wasn't uncommon to see Puma trainer wearers in movies (check Clint Eastwood in Every Which Way But Loose and Eddie Murphy in Trading Places). With America and the world's film and music industries, it's essential the right people are seen wearing the products. So far, so good. The Manic Street Preachers wear Puma Suedes in their You Stole The Sun From My Heart video, Blur and Ocean Colour Scene strut around in them. And Leo DiCaprio is one of the Puma's highest profile devotees.

Although Puma has the potential to get close to Nike and Adidas in terms of coolness, saleswise it'll take a lot longer. But in its typically lowkey way, Puma is building up its profile "on the streets". Take Puma Street Soccer, an ultra-fast, four side, eight mintue game played on small inflatable pitches. Forty countries competed in the World Street Soccer Finals at Wembley only last month. Marketing exercise like this are becoming invaluable in the cut-throat trainer trade.

Most comically, however, the new Cellerator line is bidding to be the trainer-spotters' choice for 2000. The spring/summer range combines Puma retro cool with sparing use of space-age performance technology. Autumn and winter versions will cater for footie, basketball and cross-training.

"It's like Jaguar cars," reckons Andy Rigg. "If you buy a Jaguar today, you'll still get all the elements which make it quintessentially Jaguar but it'll have added modern elements to get the best in terms of performance. It's the same with Puma trainers."

Looks like the cat might just get the cream.

Philadelphia Magazine (link to site)

http://www.phillymag.com/

Categories: QCM