Brand Story: Puma Became The Official Market Partner Of NBA, ADI, Nike Panic?

On the night of February 13th Beijing, NBA and sports brand Puma (Puma) jointly announced that the two sides have reached a multi-year market cooperation agreement.

Puma has thus become the official market partner of NBA, gaining the rights to produce NBA related footwear authorized products, and can use NBA and team logo in its brand advertising scenes.

According to lazy bear sports, Puma's rights and interests did not include the mainland market.

In the summer of 2018, Puma released the new basketball shoe Puma Clyde Court Disrupt, announcing the return to the basketball market.

Since then, Puma has signed more and more rookie players in NBA, including the 2018 draft champion Andre Ayton DeAndre and Marvin Bagley III (DeAndre).

In the 2018-19 season, she signed several famous stars such as DeMarcus Cousins (DeMarcus Cousins) and Rudy Guy (Rudy Gay), who already had a high reputation in NBA.

Before the NBA all star weekend in 2019, Puma released the second main product, Uproar Charlotte, after returning to the basketball market, and took the lead by Cousins, a Jinzhou warrior player, in the game.

A week later, Puma announced the market cooperation with NBA.

"Puma played an important role in the early NBA shoes culture," commented Dan Rosomondo's senior vice president, Dan Rossomondo. "As Puma continues to expand in the basketball market and sign many potential stars, cooperation with NBA will play a crucial role in its strategy to return to the basketball market," said NBA.

It is worth mentioning that Puma's NBA footwear licensing rights and interests enjoyed by Anta are similar to those enjoyed by Chinese brand Anta.

In October 2014, Anta took over PEAK as NBA's official market partner and gained exclusive rights to manufacture NBA related footwear authorized products in the Chinese market.

Before Anta, Lining and PEAK signed a contract with NBA China in 2005 and 2007 to become an official NBA market partner.