labels: marketing - general, advertising/branding
PUMA and Ducati team up with new cooperationnews
07 November 2006

Mumbai: Global sports brand, PUMA has teamed up with Ducati, the world's premier motorcycle manufacturer and one of the top Moto GP teams, to raise sustainable equity for PumaMoto, launched in spring 2006.

The new cooperation, initially lasting for three years, has two separate agreements; first, Puma will be the footwear official supplier of the Ducati Corse racing teams from 2007. Second, in a licensing agreement with Ducati Motor Holding, the two companies will create and market co-branded products starting in 2007.

PUMA believes that the Ducati brand not only stands for outstanding performance resulting in high core credibility, but also incorporates the sports lifestyle aspect in their products. With a total of 12 riders' and 14 manufacturers' world championship titles, Ducati Corse represents an unparalleled racing team - with iconic motorcycles such as the Monster, Ducati Motor Holding is a premier, design-led brand that focuses on the desirability of its products, like Puma.

"We aimed at teaming up with a brand that is deeply rooted in the core business of motor sport without neglecting the sports lifestyle component. Puma and Ducati is known throughout the world for pushing the boundaries of both performance and style, and we believe that this partnership is a perfect way to bring innovative Moto products to our consumers", says Rajiv Mehta, Managing director, Puma Sports India Pvt Ltd.

According to Federico Minoli, CEO, Ducati Motors Holding, "We are extremely pleased to have Puma as a new partner and supplier. Besides the racing team, there are other parallels between Puma and Ducati which make them an ideal team. Both brands are consumer-driven, design-led and both are thirsty for innovation and engineering newness."

The common performance and sports lifestyle collection will be launched in spring 2007 and distributed in selected Ducati and Puma retail stores as well as in wholesale partner stores.

PUMA was founded in 1948 in Herzogenaurach, and today markets its products in more than 80 countries.

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PUMA and Ducati team up with new cooperation