Poised to strike— Nuremberg


In this issue, for our World Cup series, we visit Puma, the sports brand that has become most associated with African football. As the competition heads to the continent, will Puma be the PR victor?

2010 World Cup, Football, Puma

It’s a crisp, clear winter morning in ­Herzogenaurach, near Nuremberg in south-eastern Germany, and the new 50,000 sq m Puma HQ is gleaming in the sunlight. Down the road, literally, sits the new headquarters of Adidas. The two companies were founded in the 1940s by rival brothers (Adolf “Adi” Dassler created Adidas; Rudolph Dassler, Puma). And they have been in competition ever since, along with Nike, for global football brand domination. Puma is officially No 3 (Adidas is No 1). But it has a built-in advantage over its rivals in the battle for…


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