WHEN PUMA RULED THE WORLD

As the Caribbean braces for the inevitable arrival of yet another ‘youth savvy’ multinational corporation – MTV – we thought this might be a good time to recall the last time our shores were visited by smiling strangers who came bearing gifts, promises of prosperity and free yellow t-shirts. A time… WHEN PUMA RULED THE WORLD

Some Stats....

48 per cent – Jump in net quarterly profits for July 2004 – US$67 million, up from US$45.1 million July 2003. This was largely attributed to Puma's Jamaica campaign. *

23 – People who admitted wearing Puma trainers in 2002, one year before Jamaican colours, flags and slogans were slapped all over them.

355 – Number of times Puma brand manager Helen Sweeney-Dougan promised various Dancehall DJ’s that wearing Puma would give them better “international crossover appeal” and “visibility in magazines that wouldn’t touch them otherwise”.

2000 – Approximate number of guests at Puma’s much-hyped red carpet event held at Kingston’s Terra Nova hotel in 2003.

2 – Number of seconds it took Helen Sweeney-Dougan to storm off after being asked by Entertainment Report at the party if Puma had actually invested anything in Jamaica besides a few free trainers and wristbands.

£? – Cost of the ‘Rasta tam’ worn by Puma designer Paul Taylor as he told a Channel 4 film crew that Jamaica was a “fun country whose culture, music and religion” was great for selling shoes. **

0 – Number of basketball courts (or anything) built by Puma in Jamaica before, during or after their 2003 invasion.

15 to 20 – Number of years that Puma promised, “Jamaicans would be proud” following their involvement with Puma at the 2004 Athens Olympics.

20,000 – Number of guests Puma promised to deliver at their Jamaica-themed Athens party.

350 – Approximate number of guests who showed up.

"I can't envisage another opportuinity like this for Jamaica to sell itself on a global stage." -- Terry Parris, Puma Jamaica Brand Manager

* American City Business Journals Inc (July 27, 2004).
** ‘Trainers, Reggae and the Olympics’ (Documentary shown on Channel 4, November 2004).

ARTICLE STOLEN from FIRST MAGAZINE No.4