Puma, better known for it’s trainers and track-suits, launched its range of sailing gear with a very impressive Volvo Ocean Race campaign. Using its consumer marketing savvy, the brand managed to not just let the yachting world know that they had sailing gear, but also develop a relationship with the audience.
Now that the Volvo Ocean Race has ended, the momentum that Puma had built is slowly slipping away. While nobody would deny those who worked so hard on the VOR campaign a break, those who Puma worked so hard to attract are hungry for more content.
Fans of Puma’s innovative sailing brand building will be pleased to know that the distinctive red and black livery will be on the water again soon, with the Puma Ocean Racing Bladerider Moths sailing in the 2009 International Moth World Championships.
After finishing an amazing journey with Puma’s boat ‘il mostro’ in the Volvo Ocean Race, Puma Ocean Racing is excited to have two top sailors compete in the Moth Worlds using the Puma Bladeriders.
Puma Ocean Racing is all about high adrenaline sailing and the foiling Moths that ‘fly’ over the water are another exciting way to bring that to the sailing audience and beyond. The foiling moth class is relatively new, but features some of the best young talent.
Puma’s Moths will be sailed by Brad Funk (USA) and Glenn Raphael (AUS). These are the very same boats that joined the Puma Ocean Racing Volvo Ocean Race crew in the stopovers around the world.
Glenn Raphael is a welcomed addition to the Puma program. Hailing from Australia and now living in the United Arab Emirates, Glenn has vast experience on the international sailing scene. He’s currently sailing in the International Moth Class and has participated in both the 18-foot skiff and Olympic 49er classes. This will be Glenn’s third appearance at the Moth Worlds, having sailed there in 2007 and 2008.
The social media folks at Puma will be firing up the blog from the 2009 Moth Worlds on http://www.pumaoceanracing.com as well as following the event on the Puma Ocean Racing Facebook page, through Twitter updates and posting event photos on Flickr.