PUMA SPORTS
In 2009, PUMA wrote again sport history – as the sponsor of the Jamaican Track & Field Team at the World Athletics Championships in Berlin. Three-time Olympic gold medallist Usain Bolt broke the 100m world record with an amazing time of 9.58 seconds, when he blew away his own world record of 9.69 seconds set in last year's Olympic Games in Beijing. The PUMA athlete manifested his reputation of a sprint superstar when he smashed his 200 meter world record of last year to become the World Champion in 19.19 seconds. With the Jamaican team coming in first in the 4x100 relay in 42.06 seconds, Bolt finished an amazing race week by adding another gold medal and World Championship title to his track record.
The Theseus Pro sprint spike, dubbed the PUMA YAAM, propelled Bolt to victory. The shoe was developed by a team of PUMA designers and technicians who studied and measured his stride and foot form. With this information and ongoing track-testing, they created a custom-made sprint spike that best suited Usain's unique body kinetics.
Marketing support for Usain Bolt, Jamaica, and the PUMA Running category spanned the globe. For the World Championships, PUMA launched its 'Who Faster?' campaign: an in-store, online, guerilla marketing blitz which featured Bolt and Jamaican patois phrases relating to the concepts of 'fast' and 'fun.' WhoFaster.com was created, with pages that taught viewers to dance, run, and speak Jamaican. One notable tactic included the debut of 'Bolt Arms,' yellow foam arms posed in Bolt's infamous crossbow pose, which can be worn across one's back. Bolt himself wore Bolt Arms to the World Championships press conference, kicking off a worldwide craze and much press attention.
PUMA Running also sponsored smaller running events around the world. The PUMA Speed Trap was set up at various locations from Boston to Berlin, inviting people to test their speed against Bolt's near impossible 27 miles per hour.
The Theseus Pro sprint spike, dubbed the PUMA YAAM, propelled Bolt to victory. The shoe was developed by a team of PUMA designers and technicians who studied and measured his stride and foot form. With this information and ongoing track-testing, they created a custom-made sprint spike that best suited Usain's unique body kinetics.
Marketing support for Usain Bolt, Jamaica, and the PUMA Running category spanned the globe. For the World Championships, PUMA launched its 'Who Faster?' campaign: an in-store, online, guerilla marketing blitz which featured Bolt and Jamaican patois phrases relating to the concepts of 'fast' and 'fun.' WhoFaster.com was created, with pages that taught viewers to dance, run, and speak Jamaican. One notable tactic included the debut of 'Bolt Arms,' yellow foam arms posed in Bolt's infamous crossbow pose, which can be worn across one's back. Bolt himself wore Bolt Arms to the World Championships press conference, kicking off a worldwide craze and much press attention.
PUMA Running also sponsored smaller running events around the world. The PUMA Speed Trap was set up at various locations from Boston to Berlin, inviting people to test their speed against Bolt's near impossible 27 miles per hour.
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