SPORTS: London Marathon Increases Sport Brands' 'Buzz' Scores

Date Posted: 01 May 2008

Sporting events always provide good marketing opportunities for sport brands. The London Marathon is a good example of this, which took place on the 13th April 2008. Companies that manufacture sport attire aimed at runners saw an increase in their ‘Buzz’, whilst sport brands that do not cater for runners saw no change in their ‘Buzz’ scores.

Adidas and Puma¹s scores are especially interesting considering their history of rivalry. Two brothers founded a sports apparel company in 1920’s Germany and it only split into the separate Puma and Adidas brands over the brothers' personal differences in the 1940’s.

Adidas, and Adidas-owned Reebok’s scores show a strong rise on the 13th April but Puma and Merrell’s 'Buzz' results - the latter is more associated with climbing and hiking - are almost unchanged. In the future it will be interesting to see how Puma's scores will change, reflecting the efforts of its new owner, the French conglomerate PPR that owns several brands, including Gucci; and if Adidas can keep its leading position.

Agi Zabo, BrandIndex Client Executive

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