With a transparent amount of funds directly benefiting the African people, PUMA launched an entire charity collection of clothing and lifestyle products and integrated the charity campaign in all German Concept Stores. PUMA’s leading position in African Football has been underlined with the charity campaign with UNITED FOR AFRICA, an organisation that supports over 30 charities and 5000 projects. Since the start of the tournament the CAFÉ MOSKAU has been noted as the alternative place in Berlin to watch football and described by The “Frankfurter Allgemeine Zeitung” as being the “football cathedral chosen by the in-crowd of Berlin” (FAZ, June 22, 2006). The venue has offered public viewing for every match and a showcase of live entertainment ranging from underground music acts to international stars such as AKON and Basement Jaxx who are set to perform on 9 July. Off the field, PUMA’s activities during the World Cup have been centred in Berlin at their specially created CAFÉ MOSKAU headquarters.

We have significantly strengthened our strong position as one of the worlds leading football brands and made unparalleled impact with our innovative performance products”, comments Jochen Zeitz. “Not only have we reached, but by far surpassed our goals for our brand at the World Cup. Exceptional sell through reports in all markets led to the football performance turnover rising by approximately 40% compared to 2005. PUMA was also among the top three brands in terms of player presence on the field, with 18% of all players wearing the most innovative speed proposition product line v1.06, which has received an outstanding response from players and teams alike. PUMA has gained brand visibility throughout 56% of the tournament, making PUMA the most prominent brand in terms of visibility – that being, in 36 out of the 64 games at least one PUMA team was present, equating to 54 hours of on-pitch action.

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