PUMA is Primed for a Monster 2021

Embodying that philosophy, the signing of UFC Middleweight Champion Israel Adesanya sent reverberations across both the MMA and sporting globes. With wits as quick as his kicks, the Nigeria-born New Zealander epitomises the kind of athlete PUMA want in their pack.’ 

Moves on the Court
Now established players on the hardwood, PUMA weren’t prepared to rest their laurels in 2020. They kicked off the year by crossing-over the competition with the signing of hip hop headliner J. Cole, before ending months of speculation with the acquisition of one of the NBA’s hottest prospects in LaMelo Ball.

As two very different additions to the PUMA stable, both stars are positioned to run point when it comes to the brand’s ever-growing basketball lineup.

‘Since the beginning of what we’ve done with PUMA Basketball, we’ve always tried to be ‘culture first’. I personally believe basketball is one of the most culturally-driven sports out there – a unique blend of music, fashion, and obviously the sport itself. When you look at both of these guys, they both bring those dimensions to PUMA,’ explains Petrick.

‘Cole is an accomplished player, albeit at a more amateur level, but he is such a student of the game. He works hard at his game, and has aspirations to play at a higher level – all this while pursuing his music career… There’s a deep connection to the game with Cole, so that’s why working together to make his own shoe – the RS-Dreamer – made sense to us.’

In regards to Ball, the acquisition represents the next generation, in more ways than one.

’Melo brings a different dimension. He’s got a unique style of play and impeccable court sense. Aside from what he can do on the court, Melo also has an uncanny connection to the younger generation of players,’ says Petrick. ‘I’m really looking forward to seeing Melo bring in people to PUMA Basketball that may have not necessarily thought about the brand before.’  

Welcome, Neymar!
It wasn’t just the biggest sponsorship deal in football in 2020 – it was one of biggest coups the world game has ever seen. After over a decade with rivals Nike, Brazil and PSG superstar Neymar is now PUMA’s face of football.

You’d think drawing in one of the world's top talents would be a tough ask, but for the twinkled-toed playmaker, it was once again a case of a shared ethos.  

‘In the case of Neymar, he was intrigued by what we were doing with basketball, as well as style and fashion, and our collaborations. He felt PUMA was the kind of place that would embrace him not only as a footballer, but as someone who has a sense of style and wants to show that to people,’ says Petrick.

‘We certainly see him as an icon in both realms.’