Sponsors on boots may become a thing
Puma blew a lot of minds yesterday with the release of the Ultra SL. A 90 gram boot that was made for the sole purpose of being the lightest boot ever as well as getting a one up over their Three-striped rivals. It’s also a boot that seems to be made to show off what the brand is capable of what the brand can do. There is a good possibility that we will see more releases like this in future – that is boots that aren’t entirely functional but are aimed towards showing off what the brands can do. But the weirdest thing about this, is why the Croatian hypercar manufacturer Rimac got their name on the boot.
There are a few reasons how this came about. The first of these is that Puma has quite a big presence in the racing world. Previously, Puma had or currently has relationships with Ducati, BMW, Porsche and of course most famously, Ferrari. The Leaping Cat also appears in a lot of professional racing because of this, mostly because of their deal with Ferrari’s F1 team. It’s possible that this came about because of these sponsorships and Puma approached Rimac to create a collab football boot that seems like a hypercar version of a football boot.
The issue with this is that given Puma’s before-mentioned deals with other car manufacturers, one would think that Puma would work with one of those other companies first. Ferrari is well known for a lot of their hypercars so given the relationship between them and Puma one would assume that any speed boot from Puma would naturally have a Ferrari logo on it. But since it doesn’t it leads to another reason this may have happened.
That reason being that Puma possibly wanted a company that was only known for making hypercars and therefore approached Rimac about a possible collab deal. This would also allow for Puma and Rimac to have other collab products in the future and allows Puma to have another car company on their list of collaborators, which helps reinforce the idea that Puma is the “fastest” company around, even if up until recent release of the Ultra silo they didn’t have a boot that represented that “fastness”.
Even accounting for this, Rimac still seems like a weird choice. Sure, one of the more impressive things about Rimac is their use of electric engines to achieve incredible performance, making them a seemingly more futuristic company than other car companies. This doesn’t change the fact that it seems so random. The public at large isn’t really aware of Rimac and its not hard to imagine that this is the case with football boot otakus as well.
Which brings us to the last of the reasons why this deal came about: Rimac approached Puma about getting their name on a Puma product that was “fast”. A deal like this would make sense if Rimac wants to reach a new audience without having to have a massive marketing campaign. The desired result is for Rimac to subtly enter the consciousness of a new group of people. Such a deal would benefit Puma as well because the research and development cost of the Ultra SL could be offset with sponsorship from an outside brand. This scenario means that in effect, Rimac is sponsoring Puma’s release of the Ultra SL.
If we take this reason as the truth, it should lead to questions about whether this kind of sponsorship deal will become more commonplace in the future. After all, collabs are nothing new, with Puma themselves setting the standard with the 2009 release of the v1.815 Ferrari. However, instead of them being actual collabs they are sponsorships. Of course, on the surface they will still be called collabs but its not hard to imagine that sponsorships will begin to become more commonplace as companies look for even more revenue streams to feed the maw.
What do you think is the reason Rimac and Puma teamed up to make the Ultra SL? Please share this with your friends and make sure to follow me on Instagram, Facebook and Twitter!
All images credit SoccerShopKamo