I chose Adidas vs. Puma for this school assignment out of curiosity. I am not a big supporter of either brand, but a family feud that gave the world two new major competitors seemed like a worthy research project. “These two global brands were founded 60 years ago after successful shoemaker brothers Adi and Rudi Dassler fell out bitterly” (Connolly, 2009). The brothers had a very successful shoe company in Germany with legendary athlete Jesse Owens wearing their brand during the Olympics. The fallout is rumored to have been caused by the brothers’ wives, who did not get along yet lived in the same village.

“After the bitter separation, the brothers never spoke to each other again. Adi kept the factory by the train station while Rudolf took over the facility on Würzburger Street and established the company “Puma”. Approximately two thirds of the workforce decided to stay with Adi, many of whom were engaged in product development and production” (Dassler Foundation, n.d.). Adidas would be the topdog vs. Puma, as the underdog.

Both manufacturers have a different strategy when determining brand marketing. Adidas believes in bringing its products to life with new and innovative products being the key to brand strategy. Puma believes in product quality and uniqueness.

Adidas Brand Strategy: “The consumer is at the heart of everything the adidas brand does. By constantly developing desirable products and inspiring experiences, the brand strives to build a strong image, trust and loyalty with consumers” (Adidas, 2019). Puma, on the other hand, is the largest seller globally and “has established itself as a fastest growing and designer of performance & sports style based products” (Bhasin, 2018).

To improve the brand strategy of Puma and gain more of the market share, Puma should develop products to reach a broader audience. Puma customers consider themselves an “upper class department store, which sells high quality products” (UKEssays, 2018). Puma needs to concentrate on the tween/teen market and develop products accordingly.

Changing some of the demographics of Puma would reach a high number of soccer players in the tween – teen age group. Let’s consider the tween demographic exclusively; “there are 4,420,000 children participating in Soccer (Outdoor) between the ages of 6–12” (SFIA, 2018). The influence that kids have on other kids is important to remember also. How many moms have heard: “Joey has a pair of Puma shoes; I need them too” from their child. Or if the fastest player, highest-scoring player, or best defensive player on a team (or even an opposing team) has a pair of Pumas’; how many children will want them? Puma needs to a marketing team to exclusively reach this younger demographic.

Targeting this new market audience, Puma must consider the amount of money tweens in this age group are spending annually. “The buying power of the tween market is estimated at more than $260 billion” (Marketing Sherpa, 2008). In the United States (geographic area), there are approximately 20 million tweens with spending habits of their own money reaching about $1400 per year – that monetary amount does not reflect parental spending or any other gift giving from outside sources. With more tweens wanting to become older faster, the time to reach this market is strong.

Puma has approximately 28 different shoes listed on their website for this age group and the sport of soccer. Each shoe is reasonably priced with vary little other products being offered in this demographic group. As we consider the opportunities matrix of marketing, Puma needs to up its game. Developing a line of new, innovative products for tweens would give Puma a broader diversity. Hoddies for every day wear, leggings with the Puma logo, specifically targeted “awareness” products such as a product line for supporting and promoting a theme that targets tweens to “get outside and play.”

It is a well-known fact that tweens live for their phones, ipads and apps. Puma needs an advertising promotion to go with their “get outside and play” theme. Promoting the theme with snapchat filters, tik tok, instagram and other various social media outlets will reach a multitude of this demographic group. The promotion could include various social media influencers – these do not need to be superstars, but real people who play soccer.

Another brand strategy for marketing would be to develop a line that includes the Puma logo, but adds to it. The Puma logo is a puma, also called a cougar, so using a play on the word cougar would be an extension to their brand marketing. Including a cougar in the product line specifically for the tween group, along with the slogan “get outside and play” with the right social media presence could push Puma closer to its competitor, Adidas.

One reason that consumers may prefer Adidas over Puma is because Adidas listens “very closely to what athletes had to say” (Lombardo, 2021), and then they develop products that meet the athlete’s needs. Adidas retains its original brand and roots with strong ad campaigns. Adidas is also a better company to work for with employees loving their “brand so much, that their employee promotion rate is almost three times the one at Puma. That is a lot of free marketing” (Lombardo, 2021)! The logo for Adidas is also modern, and instantly recognized.

I am not a fan of Puma personally. If I had to make a choice, I would choose Adidas. I like the sleek logo, and the variety of products and prices. As a former soccer coach, I remember the kids saying Adidas – all day I dream about soccer. The products work and the slogan is catchy.

Which would you choose – Adidas or Puma?