It would appear that the answer, according to Puma at least, is an interest in shoes.  Usain runs in them and Paulo sings about them.

This unlikely combination left some rather bemused journalists writing reports of this new partnership such as Tom Fordyce’s amusing piece on BBC Sport Olympic blog.

In the pre-Olympic build up numerous sponsors and PR’s held media events attracting the world’s press keen to talk to the stars.  Ben Shpigel from The New York Times appears to have been to a few such events and is not always clear what the links are between the stars, the sponsor and the event.   Nutini’s song ‘New Shoes’ is used on Puma’s ATL campaign and Bolt fronts Puma running across their marketing campaign, so there is at least some validity behind the joint press conference (even if some of the journalists may not have immediately got it). 

I’m looking forward to the release of the ‘official’ reggae version of their combined single…

By Synergy on August 19th, 2008

Tags: Brand marketing, Olympics, Public relations, Sponsorship

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