Puma to Capitalize on Volvo Sponsorship


The Puma Ocean Racing team is currently leading the Volvo Ocean Race, but why has this brand, better known for running shoes gone into sailing? Yesterday the brand appointed PR firm Capitalize to to leverage its sponsorship of the Volvo Ocean Race 2008 – 2009.

The campaign plans to activate a comprehensive experiential, PR, promotional, in-store and digital media campaign.

PUMA’s decision to expand its sports portfolio with a sailing division follows the success of its entry into motorsport which helped to significantly strengthen the brand’s position in the active lifestyle apparel arena. The Volvo Ocean Race also offers PUMA the ideal platform to engage a new, audience and to generate targeted awareness of its new lifestyle and high-end technical clothing range as sported by the PUMA Ocean Racing Team.

The Volvo Ocean Race is estimated to have a combined global audience of over 1.5 billion people captivated in the Middle East, India and Asia, the race represents a natural progression for PUMA as a leading global sports lifestyle brand.

One facet of the campaign will involve the production of an authentic replica of PUMA’s race boat, il mostro, which will then become both a high-profile feature in London and Galway and the focus for a number of other communications streams throughout the course of the Volvo Ocean Race.