Puma's Pink And Blue Cleats Make A Bold Play At The World Cup | WAMU 88.5 - American University Radio
Filed Under:

Puma's Pink And Blue Cleats Make A Bold Play At The World Cup

Play associated audio

Athletes aren't the only ones battling for supremacy on the World Cup pitch: Shoe brands are fighting for glory, too.

For the most part, it's the fluorescent Nike Vapors versus the Adidas Adizero Battle Pack cleats. But while those brands dominate the soccer market, Kyle Stock of Bloomberg Businessweek says Puma has a counterattack: the mismatched pink and blue soccer cleats called Tricks.

"You see a lot of yellows out there and oranges and reds, but in the blur of the feet, you notice [the Tricks]," Stock tells NPR's Arun Rath.

Some of soccer's biggest players are sporting the blue and pink shoes, like Italy's superstar Mario Balotelli and Yaya Touré from the Ivory Coast.

"Puma is cleverly sneaking in the game here," Stock tells Rath.


Interview Highlights

On the advantages of Tricks' mismatched style

I think it's polarizing. But they have these players in the shoes before they're actually on the market, so it's validated from the outset. [Puma is] committed to this zany color scheme — it's the only one they have. So Adidas will make top-of-the-line cleats in a number of different colors and patterns. Puma's just doing the blue and the pink, which from a supply chain perspective makes doing business much easier.

On Puma as the sportswear underdog

Nike does about $25 billion a year in sales. Adidas does about $19 billion. Puma does about $4 billion. And then in terms of soccer, it's widely considered that Nike and Adidas have about 70 percent of the market and then that remaining 30 percent is split between Puma and a bunch of other brands that are in the space.

On how Puma is handling marketing

Puma has said very publicly that if they advertise during the World Cup, they'll get drowned out. So their strategy is to advertise after the World Cup. A lot of that noise dies down and it's a little bit closer to back-to-school season when kids are going to be bugging their parents for a new pair of cleats.

So you will see Puma ads — you probably won't see them, though, until after the World Cup.

Copyright 2014 NPR. To see more, visit http://www.npr.org/.

NPR

New Technology Immerses Audiences At Sundance Film Festival

From flying like a bird to walking through a refugee camp in Syria, virtual reality has enabled journalists, filmmakers and artists to immerse their audience in their stories like never before.
NPR

Sandwich Monday: Girl Scout Cookie Coffeemate

For this week's Sandwich Monday, we try Girl Scout Cookies in a new form. Coffeemate has somehow blended them into nondairy creamer, so you can start your day the disturbing way.
WAMU 88.5

Court Approves McDonnell's Request To Remain Free During Appeal

A federal appeals court is approving former Virginia Gov. Bob McDonnell's request to remain free while he appeals his corruption convictions.
NPR

Just Plane Sad: A Show Of Support For SkyMall

News last week that SkyMall's parent company has filed for bankruptcy protection inspired an outpouring of odes to the kitschy in-flight catalog.

Leave a Comment

Help keep the conversation civil. Please refer to our Terms of Use and Code of Conduct before posting your comments.