Puma Was Stabbed Behind By His Own Jersey.

I want to take the sponsorship of the European Cup to do the brand marketing.

But he was stabbed behind by his own Jersey.

In the recent European Cup group competition, dressed in Puma (PUMA).

The Swiss team frequently appeared "tear" in clothing. After the match, Puma admits that there is a quality problem in the clothes.

The sports competition has always been

The stage of brand marketing is extremely keen, and this "tear" will be overshadowed by Puma, which has been underperforming in recent years.

The frequency of the shirt was torn.

The result of the 0 - 0 game did not lose attention after the European Cup group match.

In the final round of the European Cup A group, Switzerland and France, at least four Swiss players in 90 minutes broke up and were forced to change.

Swiss players are wearing jerseys provided by Puma, a sponsor of the German sports brand.

For the Jersey problem, Puma group issued a statement saying that the Swiss team jersey problem is due to a number of raw material yarn damage, which will occur in the case of high temperature, high pressure and uncontrolled time.

This defective material was only used in a small number of Swiss National jerseys, and other national teams (Austria, Czech, Italy and Slovakia) sponsored by the brand did not have similar problems.

Puma said it had counted all the Jersey stocks to ensure that similar unfortunate incidents would not happen again.

For this very unfortunate incident, Puma has to apologize to the Swiss national team and their players.

It is reported that Puma sponsored jerseys are made in Turkey.

Cast a shadow over

The European Cup was originally an excellent platform for brand marketing, but the "Jersey event" will undoubtedly cast a shadow on Puma's European Cup.

CEO Zhang Qing, a key sports consultancy, said Puma's jersey problem will have an amplification effect on the European Cup stage, which will definitely have a negative impact on the brand.

According to the influence of the tournament, the European Cup has always been regarded as the third largest event in the world after the world cup and the Olympic Games.

Statistics show that the 2012 European Cup audience rating reached 9 billion, and this year is expected to exceed 10 billion.

The seemingly "tidbit" Puma Jersey incident caused the players and audiences to laugh and complain together after the match.

Domestic audiences have written various "sections" on social networking sites.

"According to the truth, sponsorship should not have such a problem," Zhang Qing said. This also reflects the problem of enterprise management. "According to the general operation mode of the industry, the brand chamber of Commerce attaches great importance to sponsoring commodity control, and will conduct separate quality management, or even produce a patronage product with a separate production line".

The brand has invested huge costs in European Cup sponsorship and has high expectations.

Statistics show that in this year's European Cup, Adidas is the most popular sports company. In the 24 teams, 9 teams are wearing Adidas equipment, Nike's number of sponsorship teams is close behind, reaching 6, while Puma has 5 sponsorship teams to enter the European Cup, including Italy, second time to enter the European cup Austria, and Slovakia's first time to win the European Cup final ticket after independence.

For the driving role of the European Cup, Puma CEO Bjrn Gulden said earlier that it is expected that this summer's European Cup and the Copa America will play a catalytic role in the performance.

Lose runner

Although it has nearly a hundred years of brand history, Puma is not as good as Nike or ADI in terms of volume or growth rate. It has also been cut off by Under Armour and other emerging sports brands.

Although the popular pop star Rihanna, Rihanna, who was the creative director of women's clothing at the end of 2014, had an immediate improvement in shoe sales, Puma's sales and profits were not as good as expected in the first quarter of this year, thanks to the continued strength of the US dollar.

Puma's latest quarterly report shows that in the first 3 months of this year, the net profit of the company was 25 million 800 thousand euros, slightly lower than the market expected 27 million euros, an annual growth of 4%.

In contrast, Adidas's performance in the 3 consecutive two months of raising the full year's profit forecasts and the double-digit growth momentum generally gained by international peers in the less than two months are obviously lagging behind.

Zhang Qing admitted that, as the founder of sports fashion, Puma achieved good development in the 90s of last century by virtue of its precise market positioning. But now it has lagged behind. "Not only does it lack the innovative mechanism, it also has not grasped the opportunity in the current mobile Internet tide".

Bjrn Gulden acknowledged analysts at the conference call after the earnings report. Adidas's brand Superstar and Stan Smith have a real advantage in the long term sale of retro style sports shoes.

In Zhang Qing's view, the new international sports brand Under Armour has also brought great impact to Puma. Puma's breakthrough is not easy. "Puma has some problems in key aspects such as top management team, brand and channel".

However, it is worth mentioning that, unlike the previous two years' performance struggles, Puma's recent performance has been eye-catching. Women's wear and footwear have grown strongly under the impetus of Rihanna, which has been growing for seventh consecutive quarters.