Puma & Xbox
Everywhere you turn these days, Puma is there. The athletic brand landed valuable airtime (again) last month, when its sponsored running star Usain Bolt raced across the track in Berlin and into thousands of news headlines. Then, Puma deepened its commitment to the motor sports market by signing a deal with Microsoft for prime branding placement in the upcoming “Forza Motorsport 3” racing game, set for release on Oct. 27. In addition to a spot in the game, Puma will also host Forza preview nights at its concept stores, release a Forza limited-edition shoe and post exclusive content about the game on Pumamotorsport.com. And further exposure will come through its sponsored driver, Natacha Gachnang, who was chosen by Xbox to be the face of Forza in its pan-European PR tour. Puma, based in Herzogenaurach, Germany, already outfits Gachnang in her FIA Formula Two races and will now provide apparel and accessories to the driver — and all Microsoft staffers — during trade events and conferences promoting the video game.
Locker on Zoom
Foot Locker is ready for its close-up. The New York-based retailer will launch an ad-supported Internet television channel, created in partnership with Gen2Media Corp, on its Website this fall. FootLockerOnlineTV will showcase custom video and digital advertising targeted to the company’s specific demographic. Bob Stephan, director of partner marketing at Footlocker.com, said in a statement, “We expect that the diverse and flexible ad serving opportunities … will be an exciting opportunity for potential advertisers who my be interested in messaging our large and loyal following of athletic footwear and apparel enthusiasts.”
Media, Media Everywhere
Americans love their television — in every form. According to a recent study by The Nielsen Co., overall media consumption has grown across all fronts in the last year. In the second quarter, the number of people watching video online rose 46 percent, and the number watching video on mobile devices jumped 70 percent from last year. Even traditional television viewing, which had sung its swan song, according to some observers, is holding steady. The average American TV consumption was 141 hours per month, up more than 2 percent from the second quarter of last year.