via: observer – via: uk times
Puma CEO and ‘golden boy of global branding’ Jochen Zeitz, is interviewed in the London Times today.
And he made Puma cool with a series of gambles, such as pouring money into Jamaican reggae. “We are a sports brand but we want to be something else, too. Jamaica is perfect. There are athletes but also the atmosphere, the climate, the music, the lifestyle.”
The newspaper reported that having taken over the flagging sportswear company as a 29-year-old in 1993, Zeitz increased sales by 50 per cent between 2004 and 2006, reported the newspaper – no small thanks to having splashing ‘Brand Jamaica’ all over Puma shoes, clothes and marketing campaigns.