July 2, 2009

Puma Il Mostro – 2nd at Volvo Ocean Race 2009

Il mostro, PUMA’s Volvo Ocean Race sailing yacht, finished their maiden Volvo Ocean Race, “the Everest of Sailing”, in second place on 27 June 2009 in St. Petersburg, Russia.

click the picture for a bigger view of that amazing picture

The Volvo Ocean Race is a 37,000 nautical mile (68,524 km) round the world adventure and is one of the world’s toughest sporting events.

PUMA’s eye-catching sailing yacht “il mostro”, the innovative PUMA Sailing Collections, the innovative marketing initiatives launched at the numerous stop-over ports, PUMA City and the successful performance of the PUMA Ocean Racing Crew generated extensive media coverage that more than offset PUMA’s investment in the Volvo Ocean Race.

PUMA used the 11 port destinations of the Race to activate complex onshore marketing strategies. PUMA used every single race location – Alicante, Cape Town, Cochin in India, Singapore, Qingdao in China, Rio de Janeiro, Boston, Galway in Ireland, Marstrand in Sweden, Stockholm and finally St. Petersburg – to not only position PUMA as a Sailing brand, but to convey PUMA’s overall brand message, creating visibility for other PUMA categories through media and star-studded events. Such activities have set a new marketing benchmark in the growing sport of sailing. At the same time, while the sport of sailing is often perceived to be very exclusive, PUMA aimed to break down this misconception. The PUMA Ocean Racing campaign has successfully begun to broaden the sports’ audiences, with an inclusive, fun outlook on the sport.

The Volvo Ocean Race was the perfect platform to launch the PUMA Sailing performance and lifestyle collections and reach new target consumers. PUMA launched a full range of nautical inspired apparel, footwear and accessories, from offshore sailing gear to onshore lifestyle fashion.

One of the readers of this blog, a certain Paul Kaye commented on the start, and the finish, of the Volvo Oean Race this year. Kif that!

Awesome eh. I got suckered into some Sailing Performance Gear yesterday as well. Check out my Posterous account to see what I mean.

Posterous is a great way to have a mini-blog, with pictures & videos. So, keep checking my Posterous account for updates on some more intimate pictures about what’s going on in my movements. Its quite similar to my Twitter account, but instead of 140 characters, its pictures and sounds.


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