Why Puma Signs So Many Superstars

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⏱ Timestamps
00:00 Puma on the rise
00:58 Early Days
03:38 Becoming a Fashion Brand
05:03 New CEO, New Purpose - Forever Faster
07:08 Finding The Right Balance
07:33 Learn video animation on Skillshare
🎬 About
Athletic Interest is a video essay series that investigates business stories from the world of sports.
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#puma #sportsbusiness #sportsmarketing
This video was sponsored by Skillshare.

[@AthleticInterest]

Thanks to Skillshare for partnering with us on this video. If you want to learn how to become a video creator, Skillshare is a great way to start. At least that's how we started 😉. The first 1000 people to use the link will get a free trial of Skillshare Premium Membership: skl.sh/athleticinterest03211.

[@VIK_1903]

Hey, you kinda made a HUGE mistake... Puma revenue isn't 5.5 MIL, and wasn't 2.97MIL... BILLIONS!!!! Hahahaha Great vid as always.

[@noone-df1jx]

Make a vidio on indian super league growth and about its future

[@thelastsliceofpizza2291]

.

[@friedrichiii2194]

Thank you for doing the Sponsorship at the end

[@bom-athapa4728]

What about FlLAS??? What is your view on that???

[@OdysseyTag]

Puma makes some of the most sexiest kits for African football teams - love them

[@madhavaratikatla7758]

Can you name the teams? I'd like to see them.

[@madhavaratikatla7758]

@@OdysseyTag Saw them. They all look 🔥🔥

[@1886Joel]

But maybe the worst for club teams. I hated when my team was with puma. Didn't like any of the kits we had with them.

[@hbb7528]

@@1886Joel the arsenal old kits were 🔥🔥🔥🔥

[@10ReasonsWhy]

Puma kits are mostlt great. As a Chelsea fan, I'm kinda sad that we got nike and Arsenal got Puma

[@jasonlopez1220]

Puma is getting better every year and that I’ve started to buy their products

[@oldisgoldlikeold]

Oo thats why your a nike fan . Jordan in your channels logo.🤣

[@jasonlopez1220]

@@oldisgoldlikeold shush i know that 😭. but i’m buying soccer jersey from puma 😎👍🏻

[@jekkt]

i think the puma logo is nice and its a classic brand like reebok imo, but it does have a different standing than nike adidas or even under armour. you can get some good basic hoodies and sweatpants for sure

[@oldisgoldlikeold]

@@jasonlopez1220 ok🐆

[@ayeTobi]

If you play futsal, Puma did every good job with their boots.

[@mauriciocatach3933]

As an adidas employee and someone working in the sporting goods market for nearly a decade, I’m impressed how accurate these videos are! Keep up the amazing work!

[@NazriB]

Lies again? Puma + Adidas + Nike

[@jacobrogers0]

@@NazriB 😂😂😂

[@shehr-yar7135]

Puma is doing what Nike did and trying to sign everyone they can get their hands on

[@hartiwanger9176]

You mean Adidas first

[@dariusmuresan1797]

Congrats guys - congrats also on getting sponosred - you deserve more sponsorhips.

[@BananensaftTV]

They are also going to sign Robert Lewandowski, a former Nike athlet.

[@ratedpending]

that's the closest he'll ever get to coming back to BVB 😔

[@uwotmate6014]

ratedpending (please don't sue me) maybe when he’s 36 or something and Bayern don’t want him anymore

[@dzakiassuhud1825]

Could you do combat sports business next? Especially the rise of MMA , that would be very interesting

[@Bhisma93]

They got a deal with Israel adesanya

[@abades9514]

@@Bhisma93 Yes they released a commercial days before his last fight. In 2021 neither Nike or Adidas are involved in the MMA market.

[@razaninaufal]

@@abades9514 Nike used to be involved, sponsoring Jones before his controversies.

[@aymanelhattache6125]

Well, Reebok actually was/is in the MMA market and they have Nurmagomedov as sponsor, and since that is part of Adidas, they are indirectly involved in it

[@Yuhsireski]

Puma sigining The Weeknd, J.Cole, and Neymar. As much as I love adidas. Puma are classics

[@dianamaioru497]

Also Sir Lewis Hamilton.

[@jsriker6001]

One of the understated facts here is how Puma also leveraged international markets. Here in India, both Adidas and Nike shoes can cost you a pretty penny but Puma is extremely cheap. Most Indians prefer it, plus they also signed some of the biggest cricket players in the country. A lot of folks do not consider how companies like Puma, Adidas, Nike, and Reebok have operated in other markets.

[@Lina-nm6jd]

My thought exactly.

[@ryuk6290]

Losing their brand value in the process though. Nike and Adidas are still THE brands to go for while looking for actual sports shoes.

[@Mike-mb1yf]

@@ryuk6290 not really, Puma just have a wider spread in different categories. Puma's running shoes are still expensive and are some of the best. Velocity Nitro beats Nike's flagship pegasus. Puma deviate nitro is the best running shoe in the market. Puma court rider 2.0 is the best basketball shoe under $100. Puma isn't losing its brand value. it's creating a new identity for itself. Cheap and reliable products for low income households and performance products for more money. They do it all.

[@mrd8782]

Puma is very comfy and quality

[@cx5307]

I bought a few puma stocks almost 20 years ago for 41 € - By far my best investment ever.

[@aniqanuar6320]

whats it worth now?

[@cx5307]

@@aniqanuar6320 The stock was split one to ten a few years ago so it would be around 900€ without the split. Of course stocks from google, amazon, apple or tesla increased even more in value but I never bought one of those.

[@JeuxRedMonkey]

that's True Geordie's the kick off intro song :o

[@spark556]

The song is called Fasion - Hold Up

[@williamq.6233]

Who remembers when puma was what you bought when you couldn't afford Nike and Adidas but you still wanted to look somewhat cool?

[@adamshaw5999]

And if you couldn't afford Puma, the next step was Lotto

[@BillyPhilipRwoth]

How times have changed. Nowadays, if you can’t afford Puma but you want to look cool-ish, you buy Slazenger 😂

[@SS-dl6oq]

I am 54 years old now...yes i remember it was #1 adidas , #2 puma..nike was still a small player when i was in my teenage age😊

[@BillyPhilipRwoth]

@@SS-dl6oq Yeah. Back then, Nike was only focused on athletics

[@hartiwanger9176]

Too bad they make sneakers feel like cleats

[@M1tZk1]

Puma sneakers were the sh* a decade ago and it feels like it's getting back. Nike doesn't get me excited anymore but Puma is ready to strike once more.

[@Mad_Intalect]

Only thing that I can't get off Nike's are mercurials lol, after 1998(Ronaldo) I was in love, but that's it. Also...Air Force 1's haha. OG "Err Forces" lol.

[@10parth10]

Yeah I remember a time I was young that they were the most popular shoe in my school. As a grew older that overwhelmingly became Nike.

[@areebsiddiqui758]

Yeah, Nike never did it for me. I've always worn Puma and Adidas.

[@teezus2036]

@@Mad_Intalect ye Air Force 1's seem to be carrying Nike in the fashion Industry

[@yudistiraliem135]

Aren’t this the reverse? In many sports branch Nike tech was so much ahead of its rivals that they are outright banned or talk about banned because most athlete that use competitors product are so disadvantaged that they have no choice for sponsors.

[@shubham_marathe]

Puma has also partnered up with Virat Kohli since 2019 I presume and created a sub-brand "One 8" which has also increased their sales pan India

[@rounak471]

Virat kohli is himself a brand in India.

[@kushaljivarajani9863]

And Today Puma is number 1 sports brand ahead of Nike, adidas etc.

[@gurustyleacmilan]

Puma for me now is number 1 brand for now.Their collaboration of shoes and clothes are fantastic.Their latest success was with Nintendo.I bought two pairs of Super Mario and Nes.Their expand all over sports categories and lifestyle is amazing.

[@raymondqiu8202]

What good shoes do they make? I'm not trashing them, I just don't know what good things they have been making as I'm not well informed on them

[@nafeeahnaf6296]

​@@raymondqiu8202Puma Sued, Puma Clyde, the RS series of shoes, Melo signature shoes and the nice looking Slipstream shoes along with Ferrari, BMW and Mercedes branded collaboration with their shoes

[@moro0736]

Athletic interest definitely deserves more interest !!!

[@staidenofanarchy]

Ive been on the Puma train for a few years now, theyve got some good stuff

[@th8r674]

0:41 Shouldn't it be billion?

[@AthleticInterest]

True. Otherwise they would go bankrupt soon 😅.

[@IchHaba]

Exactly what I was thinking and at 4:55 too

[@attela3905]

@@AthleticInterest Hmm, getting a bit careless with all the praise? Or getting videos out more quickly is the new startegy (0:46)? :D Don't get me wrong, a great channel and I always watch the videos straight away when I see them. Bet you're getting decent money out already.

[@gatoski3603]

One of the best KZbin channel out there! Amazing content, great story telling and superb editing

[@rorisxng]

Collaborations like FENTY x Puma. I began to legitimately consider Puma when they started releasing shoes and other items with these collabs because their designs became bolder. Puma no longer registered as an “other” brand but carried some real clout of its own.

[@vatroun4187]

I just love the visuals of this channel. Great work man!!

[@PT_X10]

A great video ! Love the editing and the way each video progresses into the topic. Love it ! These videos make me wanna learn to make similar ones

[@tekken1935]

This is absolutely my favourite channel, the commentary is good, the content is great and the timing of music is even better.

[@fazlerayhan6733]

I'm so happy you added the Black Fist clip from the Olympics in the intro. Small notes like these make a quality channel!

[@Amin-ql2nk]

0:41 you mentioned 5.5 million, wrong unit, its billion. Still great video!

[@aydankhaliq2967]

Puma is good. I've been using my speedcat for 5 years, and 4 years for racing. Hasn't given up.

[@mattasenjo141]

One of my fav YT channels ever. Thank you for the constant amazing videos

[@Northwest360]

Another great video! Would love to see one on surfing, as well as the MLS

[@erikwerner8755]

Your videos are awesome and really well made. Also great research. Gute Arbeit 😃🙌

[@aswin1690]

Just bought a new Puma shoe for workouts and I couldn't believe how comfortable they were. Hopefully would last me a bit more than my Nikes

[@rahulrk9671]

Man this YT channel is doing an absolute masterclass of work. 🔥🔥

[@RondoKyrie]

Love seeing you get some sponsors, great content

[@ryanrothon5843]

Love the deep dives into sports companies! Always so in depth and entertaining 🔥

[@adityaabnave1778]

This channel is seriously underrated

[@ammadkazmi6843]

Puma the most underrated brand 👏. But honestly speaking they used original leather and comfy insole and low budget prices

[@MrLivegrenades]

The video is accurate and up to the point. Very informative video ❤️

[@aryasingh1625]

I like how smoothly you added the sponsor into the video😉

[@Sabundy]

Fascinating explanation of Puma's rise, fall....and comeback. It sounds a lot like SONY. In the same way that Puma has struggled to fully integrate it's two halves ...fashion and sport....SONY has had the exact same problem with it's media side and it's electronics side.

[@eliasbonni1362]

Mal wieder ein klasse Video. Weiter so!

[@rangrajkoch6336]

Great video!! Keep up the good work

[@V750.]

As an Adidas fan I'm actually happy for them and i wish more people wear Puma instead of only Nike and Adidas when I'm going out all i see is people wearing Air Force 1 or superstar or gazelle but no one wears Puma if i had money i was gonna get the suede right now. Puma has actually improved a lot in the business game by signing a lot of good athletes also i would like to add the Esport category that you didn't include in this video Puma has a partnership with Cloud 9 and Gen G 2 rly good E-sport teams

[@Bilaldane]

you guys are hands down my favourite sports youtubers

[@WastedCheez]

amazing videos, so glad I found this channel!

[@meetshah123]

Puma in Football = neymar Cricket = kohli Racing = Hamilton Music = selena gomez Athletes = Usain bolt Means puma is doing real business. 🔥💯

[@KarlisBalodis]

Your video helps me to makes more in deph view of my work! Thank you!

[@jjolde8393]

Great you end the video with answering those watchers questions! 👍

[@panosts6178]

Puma basketball sneakers are great. The Clyde all-pro line is praised by almost everyone who has tried them, myself included, and are worn by many nba players. The Kuzma shoes are also an insane performer. I just wish they weren't tied to Kuz

[@aryanpandey9823]

Love the videos, keep them cominggggggggggggg!!!!!!

[@SamMartinPeakPerformance]

this is an unexpected early weekend treat 😁🍿

[@rishavbajaj153]

Do a video on New Balance as well

[@nagylorinc1805]

Quality as always!

[@adnaanlambe8575]

I have puma casual wear shoes. The suede I had them for 3 years still brand new. I love pumas

[@muhammadfarhan581]

Next Mizuno Yonex 361° Anta Li ning Le coq sportif Peak **I know most of these are small names but it will make an interesting videos

[@muhammadakmal9693]

Yonex and li ning are pretty popular in my country especially when at badminton

[@seank2698]

Is crazy how two brother made 2 of the 3 biggest sports ware companies in the world

[@nabhannbn]

Good work man

[@salty_web_6956]

best YT-channel existing atm no cap

[@nikhilkalyan3210]

Been waiting for this for a long time.....

[@niconzaful]

Puma the nike of this decade

[@shorx9199]

Not even close yet. Puma doesn’t have an Air Force 1 or iconic adverts

[@niconzaful]

@@shorx9199 Not yet

[@Ashley_MG]

Relax

[@jerebear6987]

Great video! To add to this video out here in the States famous Rapper J.Cole signed with Puma which helped boost the name because i would of never gave Puma the time and day until he dropped his shoes! Love the Videos! Keep them coming!!!

[@ZeddZM]

Once again, well done guys

[@lambdamax]

I hope your growth becomes meteoric so that Puma also ends up bringing you on board to be part of their fast group with Lamelo, Neymar, Usain, Jay-Z, and Lewis Hamilton. PS: If I'm not mistaken, Italy winning the 2006 world cup wearing Puma was also a tipping point for Puma to be back in the game, their sales surged after that year, though they stagnated towards the 2010s.

[@muhdkazhim8006]

Good video. Just as expected

[@iFaza3i]

i must say, at least when it comes to football boots, puma have really started to dominate in terms of quality with their newest ones.

[@Arved-Siara]

great video!

[@antonistsigris9624]

Nice Video Love It ❤🔥.Maybe you should do a video about the New Balance History.....

[@meetsatose6051]

Always a delight to watch your videos. Make a video on Gymshark

[@Ulkstradein]

Puma is honestly underrated and deserves more credit for their innovative products!

[@baquithemonkey5330]

Commenting to help with youtube algorithm. Keep up the great work guys!

[@andrewwunderlich8595]

Love the Channel! An ice hockey vid would be sweet. F1 too.

[@Sabundy]

I hope you do a video on Asics and their comeback in running. As well as how they have become the number one Tennis shoes brand. While they are starting to make inroads into fashion. Especially with their sub brand Onitsuka Tiger which is huge in Asia. Or just a video about Asics in general and the history of Onitsuka Tiger and how it led to the creation of Nike. I think Asics would make a great topic for a video. And it's a brand you have not touched upon yet.

[@batinbatin3467]

My favorite brand hope one day to work with Puma 💪🏻💪🏻

[@derfreitaler7831]

Love ur vids

[@swingcash4920]

Would love to get an episode on LuluLemon, Athletica, Peloton and other luxury fitness brands growing as people adjust to their new lifestyles spending more time at home.

[@jasonm5288]

I comment this on every vid but plz make a vid on the rise and fall (and rise again ) of Kappa, from sports giant to streetwear fashion

[@harshalds4736]

Dude loving your videos these days,, can you make a video on Reebok as lots its going on about that company and it's influence on INDIA during mid 2000s.

[@krtkks]

Great video

[@thorfinnkarlsefni919]

Awesome video

[@soumyadeepdutta3260]

I’m binge watching all episodes in this channel

[@fayazuddin1339]

U guys are just amazing ❤️❣️❤️

[@hamzakhanfan123]

3:33 The way he pronounces Saint Laurent is music to my ears

[@oldisgoldlikeold]

Me After watching this video:when will be the next video uploaded . Cant wait to see.💯

[@naeembasheer4256]

Ya

[@oldisgoldlikeold]

This channel deserves minimum 1 million subscribers. And hope that will be soon❤️

[@oldisgoldlikeold]

Thanks athletic interest for the like💗

[@caddelane2429]

Heh, nice seeing the Man with Coffee Cup again ^^

[@lucasborja3797]

Puma has always been underrated

[@DomenBremecXCVI]

The creator they mentioned in the Skillshare ad, Polimatter, also has a KZbin channel with some great educational content.

[@Youaintakilla]

It would be great if you could do a video on a sport like Boxing. The decline of the Everlast brand for example, would be great. Much love.

[@garlicperu8592]

Best channel out there

[@Sizdothyx]

As someone who wore both Puma and Nike boots for the odd kickaround, I have to say that while Nike has the aesthetic and are more "dynamic", Puma's boots are super comfy to wear on the field by comparison.

[@Noone-qo6vy]

I would like to know what peograme they use to edit this espectaculars videos. can someone tell me?

[@LKSgm]

0:46 STARTEGY

[@larshans15]

Why is there an episode of the kick off in the background? x)

[@adarsh7718]

It's good to have some iconic personality to find the rhythm on market.but in my opinion ,it's time for the companies on regional sports events. But it won't be like for name sake but adding value on it by involving campaign through it.which will be rightfull way to return of such events.it help those clubs and also it's sponsor to relieve the current difficulties.

[@ganeshana.s.1365]

my favourite channel in youtube ❤️

[@ikabrahmantya6630]

Im one of the longtime user of adidas shoes, for football, futsal, basket, and etc. But, when adidas shoes in recent years, the model that i like not released again, i started to use puma shoes.

[@scott19087]

My first football boots from when I was 7 were from Puma, I still have them :)

[@obokemaosi9678]

Wow nice insight into pumas marketing strategy.

[@areesh67]

I don't no whether puma is improving or not . But this channel does💥

[@macoyupadoodle]

Love puma and i hope they come back to serious sport shoes that dont look like spaceships that dont really perform . Hope the nitro series of running shoes does well.