Drapers’ Post

Thomas Neuberger's Believe in the Run is putting out the best content about running gear. He joined me to talk about the origin story of PUMA + ADIDAS and the evolution of their respective running shoe portfolios. We landed the plane talking about the current state of their trail shoes. If the concept of TERREX isn't totally clear, you're not alone. Thomas helps define it in this episode. #Adidas #puma #run

How Puma is taking on Nike and Adidas at Copa America? To many, the German firm Puma was seen as a baby brother. This is reflected in overall sales, with Puma recording $2.1billion (£1.66bn at current rates) in revenue in the first quarter of 2024, compared to $5.46bn for Adidas and $12.43bn for Nike. As such, Puma is indisputably a challenger brand. Adidas has long had its tentacles wrapped around major FIFA tournaments, such as the World Cup, and UEFA’s prized assets- the European Championship and Champions League. But this summer’s Copa America is the first since 2004 not to have Nike as a sponsor of the tournament and the match ball. Instead, Puma has taken ownership, as part of a bigger deal including all of the South American football federation CONMEBOL’s country and club competitions. Yet Puma only sponsors one national team competing at the Copa America: Paraguay. Adidas sponsors eight (most notably Argentina and Mexico), Nike sponsors four (including the USA and Brazil), Marathon sponsors two, and Reebok sponsors one. It follows a pattern Puma has adopted in different markets, notably taking over sponsorship of the English Premier League ball from the 2024-25 season after a long period of Nike dominance, but sponsoring only one club in Manchester City. Puma also sponsors the ball in La Liga but does not sponsor any of Spain’s biggest hitters. NYT story by Adam Crafton, link below.

PUMA has launched the second chapter of its first worldwide brand campaign in 10 years “FOREVER. FASTER. - See The Game Like We Do”. New chapter is fully dedicated to the UEFA Euro 2024 and the 2024 Copa América. This summer PUMA starts with two spin-offs of its globally featured brand campaign, where the company tells the story around its best in class football athletes. As speed has always been PUMA’s vantage point, the new chapter shows how speed is important in football and beyond. When players are on the pitch, they have only a second to make a decision and react. This passion for speed is simply universal.  “See The Game Like We Do: FOREVER. FASTER.” means to see sports and sports culture differently and ultimately win in a way only the fastest can. In a way only PUMA can. “We are dedicated to enhancing our brand's presence through a comprehensive media strategy that blends traditional channels with innovative technologies to engage our consumers. Our https://lnkd.in/eX55ctkw #News

With the Olympics and Paralympics fast approaching, a timely article by Dr Bryce Dyer about the use of supershoes. Last year, I spoke with Bryce on the Disability Sport Info podcast about technology in Parasport. You can check it out via the following link: https://lnkd.in/eR_-np_V The episode considers the use and development of technology in Parasport, as well as ethical questions around its use. #Paralympics #Paris2024

Olympics: Battle of the Shoes! The day of the Olympic Games Opening Ceremony has arrived and the excitement is building. Athletes have trained for a lifetime for this opportunity to show the world what they can do, and so have the running shoe brands. The big noise in the build up has been the ‘Spray On’ shoe from On Running, will it stand up to the pressure of competing on the greatest stage and propel this rapidly growing brand even further? Nike have also been vocal with their ‘New and Better’ models as they look to regain the attention and capture market share back from their rivals. This could be a tipping point and one that needs seized upon, it could be four years before the next big chance to show the world what their shoes can do. adidas will be looking to put a marker down and reaffirm their status as a leader in the running shoe game. The visible competition is on the track and roads, but in the background these brands have a competition of their own, to be the best performing and most visible. The running shoe market is hot just now, with those mentioned already and other brands offering amazing product such as Asics, Brooks, Saucony, New Balance, Hoka, Hylo, Mizuno & Kiprun. These games are a chance to steal a march on the competition, and some of the brands who aren’t represented at this games, will already have their eye on four years time. Which brand will take home the medals and accolades? Bring on the Olympic Battle of the Shoes!

On Holding AG, Swiss shoemaker has more than tripled the number of athletes wearing its sneakers at the Paris 2024 Olympics, which happens to be firm’s major Games where they have become a major competitor to Nike and Adidas. On is a rare newcomer to the field and a total of 66 athletes are using the sporting gear of On across various sporting events like track and field, triathlon, marathon and tennis a distinction which established brands like Nike and Adidas used to enjoy earlier.  Come let us explore the story of the brand On with Finance 360. #OnHolding #ParisOlympics #Finance #Finance360  

🚀 The wait is almost over! 🌟 Get ready as we prepare for the launch of our brand-new Fast Track Netball range. High-quality sportswear with half the wait time – delivered in just 3 weeks! In the meantime, here's a sneak peek of the new kit. What do you think? Let us know in the comments below 👇 #surridge #surridgeissport #championswearsurridge #netball #sport #sportskit #sportswear #athlete #fasttrack #fasttrackrange #netballrange

Digital Garment Samples (Tak Po) : The term “digital garment sample” refers to samples of clothes created using software that displays the 3D form of the garment. The consumer can view the garment fit, fabric fall, pressure points (tight fitting), and movement of the digital model on the screen using the digital sample. Many purchasers and made-to-measure consumers opt for digital garment samples thanks to technology and to shorten the time required for sample approval. The buyer accepts the screen presentation as equivalent to a physical sample when providing comments and feedback on the sample. #sportswear #Sportsperformance #sportbike #sports #Briefs #shorts #Cycling #compressionwear #yogawear #gymlifestyle #gymnastics #gymwear #cyclinglife #cyclinglifestyle #cyclingshots #cyclingteam #footballplayer #footballer #footballjersey #footballplayer #footballmatch #yogapractice #yogachallenge #yogalifestyle #yogacommunity #activewear #activewearfashion #activewearforwomen #activewearformen.

#ParisOlympics has surely made a whole lot of us talking about #sports in general. That fact that folks who have never watched a 'Kushti' match in real life are now discussing #wrestling so passionately is just one example & that's the impact this Olympics has left on us, its a great thing unless we go back watching endless cricket for next 4 years!! From an active #sportswear brand point of view so much came out of Paris: Nike dominated 'again'!! 'Nike electric pack' packed the punch, a killer shoe line dropped & they marketed the hell out of it, Nike sales struggled in fiscal 2024 & Oly might just have changed the trendline for them adidas & HOKA could not capitalize & infact their own website visits actually dropped between July & Aug PUMA Group did better & went back to counting medals (#duplantis is the new #bolt.. hehe)  On onslaught couldn't sustain after starting well with #federer & #zendaya air tennis campaign, which was actually great & got so many eyeballs! FILA however got its redemption at grand Oly games closing with womens marathon medal ceremony, see below image & you will know what i am saying "Fila track jacket in dutch colors really stood out on gold spot when Hassan completed her historic treble of long distance running!" 👏 All and all it was a great Oly & now really looking forward to LA where India medal tally should definitely peak 🙏 Will keep talking more about each of these brands (& many more) as sports is such a big tenet which not only influences fashion & lifestyle but also inspires each one of us!! #parisolympics #sportswear #fashion #lifestyle #sportsbrands #sports Image Source : X (Olympics official account)

So as we start to now get close to the wonder that is the Olympic and Paralympic Games, this is the time whereby you'll see leaps - not only into the long jump sand trap, but also in terms of the technology that athletes will use. Check out my latest article for The Conversation regarding the 'Supershoe' phenomenon (which is based on an upcoming journal paper). https://lnkd.in/ew4bftch