Source: THE NEXT WAVE CONTINUES
As everyone in the sneaker industry and everyone who loves kicks knows Puma relaunched their basketball division by signing two of the biggest prospects in the NBA draft and making Jay-Z the Creative Director:
Read about that here:
Puma, Jay-Z and the Top NBA Draft Picks for 2018 Walk Into a Room with UA, adidas and Nike Waiting
Last year I wrote a post about the growth adidas and Puma had during 2017. I explained then that I believe in adidas more than Puma:
Today I noticed a distinct difference in how adidas announced the signing of their new NBA prospects in relation to how Puma recognized theirs. adidas created content on their site and also had their signed players featured in shots with people like Pharrell. (Click the source link) adidas made the announcement about basketball. In doing so they are establishing a connection to the sport and to the player. More important in their post on their site they also give you a list of the currently signed athletes.
Now Puma doesn’t have this history or player list to discuss, but they do have designers and could be delivering teaser shots of the new footwear. They aren’t doing anything that is remotely going to drive interest in the product.As I noted in the article above Puma didn’t have Jay-Z, Big Sean, or The Weeknd in pics with their new signees. They haven’t even shown a product. There is absolutely nothing on their own platforms.
That’s not a good thing.
One major point that I failed to make is that if you look at the picture at this header provided by adidas you will notice that they are wearing adidas uniforms at the Mc Donald’s All American Game. adidas is telling a story via a very subtle point and that’s how you begin to build a narrative.
