Red Bull fits perfectly to PUMA brand: By Jochen Zeitz

March 22, 2007

“PUMA and Red Bull announced that they have agreed to team up for the next several years. As of the 2007 race season, the sportlifestyle company will become the official supplier of all four Red Bull Motorsport teams: Red Bull Racing, Scuderia Torro Rosso, Red Bull Nascar and Red Bull Air Race.” This new alliance between Red Bull, a popular energy drink, and PUMA, a popular sports clothing company, is a great opportunity for both companies to expand their markets. Red Bull’s racing team will benefit from this alliance because they will receive sponsored clothing from PUMA, which will help them develop their own individual blend of identity on the racetrack. PUMA benefits from this alliance as well, since their clothing and brand name will be seen throughout the racing community. They will also be able to expand their market and introduce new products and accessories to fit the racing lifestyle. “Our new partner Red Bull fits perfectly to the PUMA brand: Red Bull always delivers a convincing performance on the race track and like PUMA combines sport with lifestyle”, said Jochen Zeitz, CEO of PUMA AG.

I agree with the CEO of PUMA, Jochen Zeitz, in that Red Bull and PUMA are a good match. Red Bull is an energy drink which advertises by using sports motifs and focusing on active lifestyles. This is very similar to PUMA’s brand image because PUMA focuses on the sports lifestyle and creates clothing and accessories for the sports-minded and active individual. This partnership will be very successful for both companies because they are able to expand their brand and image into the racing community, which offers many opportunities for both companies. PUMA and Red Bull will become more well-known in the sports community. Also, through the racing industry, PUMA and Red Bull will be able to target a wider market as well as create new lines and accessories to complement their partnership and introduction into the racing world. Overall, both companies will succeed in strengthening their identity and expanding their target market through this well-thought out partnership.

http://www.fibre2fashion.com/news/company-news/puma-ag/newsdetails.aspx?news_id=32783

By Eric Nusbaum

Article #3 - 04/15/07