So similar yet so different: Nike vs. Puma's Brand Marketing

Puma product quality is by no means inferior to other leading sports brands. Consumers who’ve worn other brands can attest to that. Yet, Nike takes majority of revenue streams, kicking off every competition in its tracks since the 90’s. Any marketer worth their salt knows that if product quality is not an issue, then it must be a case of branding. And, apparently, Nike has taken over the branding competition since as far as they sought Michael Jordan to be their top brand carrier in the mid-80’s and throughout the 90’s.

The Nike and Jordan deal is dubbed one of the most successful brand endorsement deals of all time. And principles of classification theory agree. Nike made a brilliant decision to close an endorsement deal with the Jordan brand. Jordan was the hottest athlete in the NBA during his prime, he also went on to become a legend which worked absolutely for adding to Nike’s long term brand value.  

And since then, it has been no turning back for Nike, a brand associated with a legend and top of its class.

The Puma brand association

Let’s compare to how Puma built its brand around.  The company has been tremendously successful in building a brand character synonymous with strength, morality, endurance, and style. While the world needs such role models, consumers apparently have their own brand selection criteria. By theory, status symbol and classification with the brand are what closes the deal, according to science. In other words, consumers identify themselves with the value as they see it in your brand, and its ambassador.

Supermodel for Puma?

So why is Puma’s deal with Cara Delevinge so promising? Cara is one of the most sought-after models of her generation. Although her name associates with luxury (she is, after all, ambassador for Chanel, Burberry, Yves Saint Laurent, Tag Heuer, and several other labels), she also exudes spunk and a carefree image akin to “sporty, chic, and classy” – qualities present in a larger market base of consumers.

Delevingne has a strong social media influence, giving her the 30^th rank among top 100 most followed users on Instagram, with 34 million followers and counting. It means, she doesn't fall behind in terms of audience 'reach'. While football fans would rather follow Ronaldo’s shoe steps, Delevingne has already won the hearts of young consumers who wear sports apparel for street fashion rather than on the football field.