Home / Knowledge / News / Apparel/Garments / PUMA as Official Sportswear Partner for America's Cup
PUMA as Official Sportswear Partner for America's Cup
05
Aug '11
Just days away from the first event of the new look America's Cup, the America's Cup Event Authority introduced its official sportswear partner, PUMA. In addition to their role as sportswear partner, PUMA will operate both the official online and pop-up fan shop in ports hosting the 34th America's Cup races. The first America's Cup-branded merchandise offerings will be made exclusively available to fans attending the inaugural America's Cup World Series event August 6 – 14 in Cascais, Portugal.

As the official sportswear partner, PUMA will serve as the exclusive licensee of event-related sportswear for the America's Cup Event Authority and America's Cup Race Management teams, including their sailing performance gear.

The partnership between the 34th America's Cup and PUMA represents the continued reinvention of the Cup. From the groundbreaking AC45 wing-sailed catamaran and breakthrough television graphics to athlete's view cameras and premium sportswear, every change of the 34th edition is focused on transforming the sport of sailing into fan-driven experience.

Craig Thompson, CEO, America's Cup Event Authority said: “The new America's Cup represents a radical shift in the way people will connect with the sport of sailing. We've looked at every component of the event from the viewer's eye so we can create customized experiences for audiences around the globe. We're committed to providing the ultimate in performance sportswear for our fans, and in PUMA, we've found a partner who can deliver on that promise.”

“PUMA's approach to sailing has always been a little bit different,” said Antonio Bertone, Chief Marketing Officer for PUMA. “We're the mavericks in the industry, intent on shaking up the sport with campaigns, products and partnerships that reach new audiences, dial up the 'fun' and push the boundaries of performance technology. America's Cup embraces a similar philosophy and re-emerged as the hottest thing to happen to professional sailing in decades. We're excited to come aboard as the official sportswear partner for the Cup.”

PUMA first entered the sailing category in 2008 when it developed a line of performance and lifestyle footwear, apparel and accessories to support the launch of the PUMA Ocean Racing. Driven by a massive global marketing machine focused on media and fan engagement, its early successes helped establish PUMA as a credible sailing brand and paved the way for the partnership with the America's Cup.

The 34th America's Cup and PUMA also share a commitment to sustainability and the health of the world's oceans. The 34th America's Cup is embarking upon a major ocean awareness campaign aimed at restoring the health of the worlds' oceans by inspiring people to take immediate action.

PUMA is committed to working across the globe in sustainable, creative and innovative ways to lessen the company's impact on the environment and to give back what it takes from theplanet by seeking to reduce its carbon footprint in all areas of business. Ocean preservation will be a major focus for PUMA across all of its sailing platforms. Additionally, the America's Cup sportswear produced by PUMA will be made from more sustainable fabrics.


Must ReadView All

US announces final CVD on fine denier PSF from China, India

Textiles | On 19th Jan 2018

US announces final CVD on fine denier PSF from China, India

The US secretary of commerce Wilbur Ross recently announced the...

EU consumers to gain from cheaper, safer, better e-payments

Apparel/Garments | On 19th Jan 2018

EU consumers to gain from cheaper, safer, better e-payments

European consumers can now reap the full benefits of paying online...

Courtesy: Epson

Textiles | On 19th Jan 2018

Epson's new SC F2100 enhances DTG printing

Epson, a leader in inkjet printers and digital textile printing...

Interviews View All

Karin Ekberg
Leadership & Sustainability

Sustainable models are beneficial for brands, retailers and manufacturers

Nitin Soni
Dolphin Jingwei Machines

Taxation policies need to be made simpler

Jurgen Gauger
Spreadshirt

‘Buying crowdsourced or creative designs are much more appealing to the...

Sandip Bhojani, Manthan Patel

Krypthm Tradelink LLP is a Surat-based manufacturer of westernwear....

C Dhandayuthapani

MAG Solvics Private Limited was established in 1991 to design and develop...

Hardik Sanghvi

Idealin Fogging Systems has been engaged in designing and manufacturing...

Silke Brand-Kirsch
Schlegel und Partner

Silke Brand-Kirsch, executive partner of Schlegel und Partner, a leading...

Paolo Ocleppo
Sandvik Hyperion

Paolo Ocleppo, Rotary Cutting Segment manager, Sandvik Hyperion discusses...

Larry L Kinn
Suominen Corporation

Larry L Kinn, Senior Vice President - Operations Americas of Suominen...

Sonam & Paras Modi
SVA

Sonam and Paras Modi's Sva Couture is synonymous with head-turning...

Madhu Jain
Madhu Jain

She grew up in the walled city of Old Delhi, completed her studies, and...

Rupa Sood and Sharan Apparao
Nayaab

Nayaab, an exhibition meant to celebrate Indian weaves, is in its second...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

January 2018

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Planning to Take the Leap towards
Sustainability?

Do you see sustainability as a route to business growth?

Yes No

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes No

Active Poll

Do you see sustainability as a route to business growth?

Yes
69.1%
No
13.4%
Skip
17.5%

Total Votes: 97

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes No

Active Poll

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes
63.9%
No
28.9%
Skip
7.2%

Total Votes: 97

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes No

Active Poll

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes
87.6%
No
9.3%
Skip
3.1%

Total Votes: 97

Thanks for your valuable feedback. Claim your free latest sustainability e-book.

Active Poll

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes
82.5%
No
8.2%
Skip
9.3%

Total Votes: 97


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search