PUMA's Basketball Re-Entry: Sure Shot, or Destined to Fail?



: Aaron Mansfield
: $5
: Jul 29, 2019
: Jul 29, 2019
: MCC-02319
: Digital PDF
: 14 pages
: 7 pages


In 1998, Puma, a multinational company based in Germany that sells footwear and athletic apparel, signed a 10-year sponsorship agreement with NBA player Vince Carter. 'Vinsanity' was a short lived and tumultuous foray into basketball for the brand, but twenty years later Puma Basketball is back. The case analyzes Puma's evolved brand positioning alongside its recent flurry of 2018 and 2019 activity: an NBA league deal, Jay-Z's creative brand role, multiple player endorsement deals, the launch of a signature NBA All-Star Weekend shoe, and the growth of a formidable portfolio of music and cultural influencers. Students gain valuable insight into the footwear category while critically analyzing the brand's story arc through the sport of basketball; then, they must work through a competitive analysis and go-to-market strategy addressing Puma's future in basketball. Will this re-launch succeed? 




Sport Marketing Brand Management Product Management


Sport Marketing Sport Product
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