Annansi Chronicles

Being the No. 4 sporting-goods brand is tough. But Puma is betting that backing African football (soccer to Americans) will differentiate the brand and win it a significant increase in market share. Continuing with the company’s commitment to African football made during the 2006 World Cup Games, Puma put some serious resources together for product and marketing efforts behind the 2008 African Cup of Nations held recently in Ghana. As a sponsor for 9 out of the 16 African teams, including tournament hosts Ghana and champions Egypt, Puma worked hard to make the brand synonymous with African football, even going so far as buying the Ghana team a top-of-the-line Mercedes-Benz bus for transport between matches. The company began it’s Cup of Nations efforts with a sponsorship deal for Eurosport’s live coverage of the games and then a press conference at the brand new Puma store in Ghana’s Accra Mall. The press conference was held to announce several activities on the ground during the tournament, including a youth exhibition game co-hosted by the Peace One Day charity and edun Live and featuring African football legends Roger Milla and Anthony Yeboah.

Puma recently announced a sponsorship deal with the Namibian Football Association (NFA). Namibia’s national team, the Brave Warriors, will be supplied with Puma’s latest v-Series technical apparel and footwear beginning with the African Cup of Nations 2008 qualifier home game against the Democratic Republic of Congo on 16 June 2007 and for the next several years through the 2010 FIFA World Cup in South Africa. While I’m not really a sports fan, I’ve been following Puma’s push to “increase its African footprint” by sponsoring the most African football teams by 2010. Having already signed deals with Ivory Coast, Ghana, Cameroon, Egypt, Tunisia, Senegal, Togo, Morocco, Mozambique, Angola and Botswana, Puma is already on it’s way to reaching that goal in the build-up to the 2008 African Cup of Nations in Ghana and 2010 World Cup in South Africa. As I reported previously, Puma began this journey last year by sponsoring the most African teams for the 2006 World Cup. Along with their sponsorship last year, Puma launched a targeted campaign in support of African football which included a huge press event with notable African personalities including Akon, a book “The African Game” by Nigerian photographer Andrew Dosunmu, a music CD, “Africa Plays On”, featuring music from various artists including Akon, John Legend, Amadou & Mariam, Cheikh Lô, and Daara J, and the related Puma Charity Collection. If last year’s campaign was an example, it looks like Puma be living up to its goal of pulling out all the big guns for the 2010 World Cup in South Africa. Now that’s what I call strategy.

Last August while in Las Vegas for a mini vacation with the family, being the workaholic I am, I squeezed in a visit to to Magic and it’s satellite tradeshows, Project and Pool. For those who have never attended the Magic event, basically it’s a few days of high octane buying and selling of apparel of all levels. The tradeshow is possibly the biggest and most known in the world and attracts everyone involved in the apparel industry. Though Magic is primarily organized as a meeting place for apparel companies and buyers, it has become a place for everyone to flex their brand muscle and get attention by outdoing each other. Magic is the main show held at the Las Vegas Convention center while the two smaller more specialized shows, Project and Pool take place at different venues in the surrounding area. I can’t describe the hustling that takes place at Magic. Because Magic attracts EVERYONE from celebrities, who are usually endorsing a clothing line, to magazine publishers and editors, for that week Las Vegas becomes a hustler’s heaven. And African companies are getting hip to the opportunities at Magic. In the short time I had to see all the exhibitors, I made sure to go over to the DESIGN South Africa area, a first-time collection of 10 South African fashion houses who, sponsored by the South African government, had been chosen to make the trip to exhibit their offerings to the international buyers. I got into a good conversation with Themba Mngomezulu of the Darkie label about design, African identity and breaking into the US market. Darkie is a popular label in South Africa and Themba has been doing his thing on the fashion scene for a while. I was happy to talk to him and see that African designers are making an organized effort to compete outside of their borders.

Before the 2006 World Cup was over, many people had already shifted their focus to the 2010 World Cup which will be held in South Africa. With Puma sponsoring the African teams this year and Ghana making a great attempt to reach the finals, no-one can deny Africa’s shift to the spotlight. In 2010 the world will be watching as our leaders try are-branding of Africa. Long looked at as the “dark continent” the upcoming World Cup has forced Africa’s leaders to consider the immense opportunities which come with such an international event. Whatever happens 2010 will be a defining moment for the continent.