Bolt’s Lightning Doesn’t Strike for Puma

usain bolt-reuters-lighter
Puma hasn't been able to turn Usain Bolt's speed into sales.
  • Why it matters

    Why it matters

    Runners spend around €15 billion per year on equipment worldwide but Puma hasn’t managed to turn money spent on sponsoring into sales.

  • Facts


    • World leader Nike sold €4.5 billion in jogging equipment during the last business year.
    • In comparison, Puma had €3.4 billion, or about $3.8 billion, in total revenues.
    • Puma slid to fourth among the world’s largest sporting goods companies in 2015, replaced in third place by U.S.-based Under Armour.
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Bjørn Gulden, the chief executive of German sporting goods company Puma, is enthusiastic about the track and field contests underway at the 2016 Summer Olympics in Rio de Janeiro.

“It’s the biggest and most diverse sports gathering,” Mr. Gulden said. “Hopefully, it will turn many people throughout the world into sports fans.”

The Puma boss earned his money for years as a professional soccer player in the top Norwegian and German leagues. His heart beats for sports.

But there’s another reason why he looks forward to the summer games: His company sponsors Jamaican sprinter Usain Bolt, regarded as the world’s fastest man and winner of six Olympic gold medals.

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