Puma’s relationship with BMW since 2004 has been one an interesting example of a unique collaboration of a sneaker/apparel brand with automotive. Both have gained exposure in cross-pollinating their consumer bases by being involved with each other’s brand strategies and marketing. And now, Puma and BMW Motorsport has announced a massively extended partnership.
In this new partnership, which began February 1, 2012, the German-based Puma will supply sportswear, footwear, accessories, and a plethora of additional merch to BMW’s driving teams including the prestigious German Touring Car Master (DTM), the American Le Mans Series (ALMS), and the high profile long distance race 24th Nurburgring.
BMW Motorsport director Jens Marquadt said: “It is great to have such a well-known and reliable partner as PUMA on board again at such an exciting time for us. The link between BMW Motorsport and this successful company has grown over the years and goes as far back as the 2004 season. It is hard to imagine our team and driver apparel without the characteristic Puma logo.”
Christian Voigt, the senior head of global sports marketing at Puma, added: “Puma is delighted to once again be working with BMW Motorsport, following the successes we enjoyed with them through their tenure in Formula One. Their heritage in competitive motorsport and automotive engineering is so impressive, and their global profile derived from this makes them another strong partner for Puma in motorsport.”
The extended deal will expand across motorsports in Europe, moving into Asia and the Americas. With Puma, BMW says they’ve added the right mix of lifestyle elements to their auto marketing mix, capturing the “BMW Lifestyle” which they hope will have a ripple effect far and wide beyond the pro moto industry.
Puma, as a sneaker brand, has a strong history in motorsports in general, creating footwear and merch with Ferrari, Ducati, and even special drifting sneaks, which illustrates how a brand has reached across subcultures and created a strong association in different categories of sports and lifestyle. It also illustrates the growing trend of the cult of transportation and interconnected aspects of fashion, footwear, and car culture.