Lewis Hamilton becomes ambassador for Puma
In addition to its association with Mercedes, Puma also decided to become a personal sponsor of Lewis Hamilton in 2018.
At the beginning of the year, Lewis Hamilton announced that one of Mercedes’ sponsors, Monster Energy, would also partner with him personally. This resulted in an activation with a limited edition featuring his likeness.
Next year, another company will join its portfolio of partners, Puma. The sports equipment manufacturer has been a sponsor of Mercedes since 2012. This translates both into the supply of products, suits, shoes, and other gloves, as well as the sale of merchandise to the general public.
The German brand will now rely on Lewis Hamilton’s outreach, who is very active on social media. He enjoys sharing posts from his training sessions, often in idyllic locations. It’s highly likely that the upcoming photos, starting January 1, 2018, will prominently display the brand’s feline logo, as suggested by the announcement of their new partnership.
This strategy is already used by the brand, which is already associated with athletes who have become global icons, such as Usain Bolt. This allows it to associate both its sports brand positioning and lifestyle image, with a whole range of products designed to be worn more in the stands than on the sports field.
With the participation of www.racingbusiness.fr
