Puma secures NBA player marketing rights
Puma has signed a multi-year deal to become an official marketing and footwear partner of the National Basketball Association (NBA) in the brand’s latest move since announcing a return to professional basketball last June.
The German sportswear giant ended a 20-year hiatus from NBA ahead of the 2018 draft, announcing that US rapper Jay-Z would become the creative director of its basketball operations.
On its talent roster, the Phoenix Suns’ Deandre Ayton and Zhaire Smith, as well as the Sacramento Kings’ Marvin Bagley III all signed onto multi-year footwear and clothing endorsement deals – Puma’s first since Vince Carter signed with the company in 1998.
Going forward, Puma will now be able to feature athletes in their respective NBA uniforms and team logos as part of its marketing and advertising campaigns.
Additionally, the brand will also be able to curate authentic and original content incorporating NBA players.
“We are thrilled to partner with the NBA to bring PUMA to the next level in our re-entry to the basketball market,” said Adam Petrick, Puma’s global director of brand and marketing. “This partnership is a testament to the continued resurgence of Puma within the basketball industry.”
In 2015, Nike signed an eight-year apparel deal worth US$1 billion to feature its logo on the NBA’s offical kit from the beginning of the 2017/18 season, and currently splits rights to replica merchandise with sportswear brand Fanatics, NBA’s official kit manufacturer.
As part of its return to basketball, Puma also signed a league-wide footwear partnership last year with the Women’s National Basketball Association (WNBA), which, similarly to its deal with the NBA, allows the company to use the league’s trademarks and players in its marketing.
“Puma played an important part in the early footwear culture of the NBA,” said Dan Rossomondo, NBA’ senior vice president, for media and business development.
“As Puma expands its presence in the basketball market with new player relationships and a new line of basketball sneakers, becoming an official footwear partner of the league was a natural next step to help amplify the brand’s return to the category.”