This summer, as I sat watching Talladega Nights, I noticed one thing (other than the fact that Ricky Bobby was a total imbecile). “Puma is everywhere in this movie,” I noted to my companion. “They must have paid big for that.” Then, I started to observe some of their ads in subway cars on my way to work. The ones featuring Ludacris and his old school 80s-style Pumas were being replaced by others featuring a racecar driver wearing the same Pumas Ricky Bobby wore and sitting behind the wheel of a small go-kart fashioned by the folks at (guess where) Puma. (Wait, you mean to tell me sneaker companies still give endorsement deals to athletes and not just actors and rappers?) Now it all makes sense. Puma recently launched Puma Moto, a line of performance footwear for bikers and other motor athletes, and to promote the brand, they’ve teamed up with Ducati.
The agreement between the trendy footwear brand and the motorcycle manufacturer will last for three years and begins with Puma being the official footwear supplier of the Ducati Corse racing teams. Also, beginning in 2007, Ducati and Puma will offer a collection of co-branded performance sport and lifestyle apparel. I’m taking bets on whether the brands will continue promoting the brand via motor athletes or opt for a singer, actor or rapper who just happens to ride.
