Hasta La Creative!

The biggest event in soccer starts next month with the first kick at the World Cup. But Puma won’t start its major promotional push until it’s all over.

CEO Bjorn Gulden plans a burst of ads later in the summer, counting on impressionable kids to pester their parents for new cleats as they head back to school. During the tournament itself, Puma will rely on the eight national teams it sponsors to promote the German company’s gear.

“The World Cup is a very, very crowded environment media-wise, from credit-card companies to car companies to God knows what,” said Mr. Gulden, a former German national league player. “The car companies and credit-card companies have deeper pockets than we have. You die quickly.”

Continue reading at AdAge.com