PUMA Group’s Post

IS IT ALL DOWN TO WHAT YOU WEAR? Interesting to hear of a new world record for the ladies marathon. Ethiopia's Tigst Assefa shaved two minutes off the women's marathon world record as she won Sunday's race in Berlin. She was spotted kissing her running shoes after finishing the race. These were not run of the mill trainers but the latest hi tech design from Adidas. Optimised to be used just once, the £400 a time shoe has all sorts of enhancements to help the athlete achieve a better performance level. Various adjustments to the shoe allows for a reduction in overall weight, better energy return and a special designed sole that improves running economy. In simple terms, small improvements led to a big win for the athlete. Everyday Business Support may not help you win a marathon, but we strive to assist you make small changes that could lead to a much better performance for your business. Whatever is holding you back, we aim to help you focus on the key changes you could make to get a better return for your efforts. Why not try it out this week and join the Full Ahead Together meeting on Friday (see link) or contact us to arrange a one off session to look at where you are and where you would like to be. https://lnkd.in/eFv-DA4j Don’t miss it! #strategy, #smallbusiness, #timemanagement, and #planningforthefuture

The partnership between Demi Vollering and Nike is a significant milestone in the world of sports and women's cycling for several reasons: Championing Female Athletes: Demi Vollering's collaboration with Nike is a powerful statement supporting women in sports. By aligning with one of the most prominent brands in the world, Demi is helping to elevate the visibility and recognition of female athletes, inspiring the next generation of young women to pursue their athletic dreams. Driving Innovation: Nike is known for its cutting-edge sports technology and apparel. Partnering with Demi allows the brand to work closely with an elite cyclist to develop innovative gear tailored to her specific needs. Inspiring Success: Demi's journey to success, combined with Nike's global platform, creates a powerful narrative that encourages athletes worldwide to strive for greatness. Her story and accomplishments serve as motivation to overcome obstacles and reach new heights in their own careers. Advancing Women's Cycling: This partnership underscores Nike's commitment to supporting women's cycling, helping to grow the sport and attract more attention to its athletes. With Demi as a brand ambassador, Nike can further advocate for equal opportunities and resources in women's sports. Building Strong Relationships: By working together, Demi and Nike can leverage their strengths to create a mutually beneficial relationship. This partnership not only supports Demi's career but also helps Nike connect with a broader audience and drive brand loyalty among cycling enthusiasts. In summary, the partnership between Demi Vollering and Nike is an exciting step forward in promoting women's sports and cycling and pushing the boundaries of athletic innovation. #DemiVollering #Nike #Cycling #WomenInSports #SportsPartnerships

🌟 𝐄𝐦𝐛𝐚𝐫𝐤𝐢𝐧𝐠 𝐓𝐡𝐞 𝐅𝐮𝐭𝐮𝐫𝐞 𝐨𝐟 𝐖𝐨𝐦𝐞𝐧'𝐬 𝐑𝐚𝐜𝐢𝐧𝐠: 𝐅𝟏 𝐀𝐜𝐚𝐝𝐞𝐦𝐲'𝐬 𝐆𝐚𝐦𝐞-𝐂𝐡𝐚𝐧𝐠𝐢𝐧𝐠 𝐏𝐚𝐫𝐭𝐧𝐞𝐫𝐬𝐡𝐢𝐩𝐬 🌟 Get ready for an exhilarating start this weekend as F1 Academy's second season kicks off. Founded by Formula 1 to empower emerging female drivers, this initiative is on the brink of an electrifying journey. Redefining the motorsport landscape, F1 Academy proudly unveils three groundbreaking partnerships, all set to revolutionize the trajectory of women's racing! 🏎️🔥 🤝 PUMA Group Joins the Race: In a historic collaboration, PUMA steps into the fast lane as an Official Partner of F1 Academy, bringing its unmatched expertise in motorsport apparel to the forefront. With rising star Aurelia Nobels set to debut under the PUMA livery, this partnership symbolizes empowerment and diversity at full throttle. 💄 Beauty Redefines Speed: Breaking barriers and stereotypes, Charlotte Tilbury Beauty makes a bold statement as the first-ever beauty brand to sponsor a motorsport series, aligning with F1 Academy's mission to champion female talent. Illuminating the track with grace and determination, 15 exceptional young female drivers will shine under the Charlotte Tilbury banner, driving home the message of empowerment. 📺 Catch the Action on TV: For the very first time, the adrenaline-fueled excitement of F1 Academy will hit the airwaves, thanks to exclusive broadcast partnerships with DAZN, ESPN, Sky UK, and other leading networks. This groundbreaking move not only brings the thrill of racing to fans worldwide but also amplifies the visibility of women in motorsport, inspiring generations to come. By showcasing the talent and dedication of female drivers on a global stage, F1 Academy inspires inclusivity and diversity in the traditionally male-dominated world of racing. 🌟 🌟 Driving Impact, Inspiring Change: Beyond the realm of racing, F1 Academy is on a mission to make a lasting impact on society and women's sports. By providing young female drivers with unparalleled opportunities and support, the series aims to shatter stereotypes and pave the way for a more inclusive and diverse future. With each turn of the wheel, F1 Academy is accelerating progress and championing the spirit of equality on and off the track. New to F1 Academy? My recommendation: keep an eye on Bianca Bustamante, the pioneering Filipino driver representing McLaren. She's breaking barriers and proving that with passion and perseverance, anything is possible! 🌟🏎️ Don't miss out on witnessing her journey unfold! Remember, "change won't happen overnight but progress is already in action." Get ready to witness the unstoppable spirit of women in racing!🚀🏁 _____________________________ 💡 Follow me for more content on innovation in sports and entertainment industry #F1Academy #WomenInRacing #Empowerment #sport #partnerships #innovation #sportbusiness #womeninsports #equality #changemakers #alliances #sportbusiness #sportsbiz

The Rise of Women in Motorsport: An Analysis of the Superbike Market The Superbike sector is witnessing a silent but powerful revolution: the rise of female riders. This phenomenon, reflecting a significant cultural and social change, is opening new frontiers in the motorcycle market. The latest report from the Motorcycle Industry Council leaves no room for doubt: the presence of women in the world of motorcycles has more than doubled in the last decade. This figure goes beyond a mere trend and configures as a true evolution of the industry. In Asia, the number of women choosing to ride a motorcycle is steadily increasing. Groups like Biker Chicks Thailand, which counts over 500 enthusiasts, are just the tip of the iceberg of a rapidly expanding community. In the United States, women account for 20% of motorcycle owners and influence 85% of purchasing decisions related to the world of two wheels. This demographic not only buys motorcycles but also actively participates in events, competitions, and rallies, showing an unprecedented level of engagement and passion. In Europe, and particularly in Italy, the growth of female motorcyclists is evident. Milan, for example, has recorded a 32.4% increase in female motorcyclists in the last five years. This increase is not isolated but is part of a broader European growth trend, where more and more women are approaching the world of Superbikes, not just as spectators but as active protagonists. The Italian market, with its rich motorcycling heritage and vibrant biking culture, presents a unique opportunity for brands and sponsors to engage with a passionate audience that is both diverse and dynamic. These data are a clear indicator of an evolving market, where women are no longer just a niche segment but become a central and influential audience. For sponsors, investing in this segment means not only reaching a passionate and growing female audience but also associating their brand with values of inclusivity, strength, and determination. The Superbike Ladies League, with its commitment to promoting female presence in motorsport, positions itself as an ideal partner for sponsors who wish to be pioneers in this new and promising landscape.

Let’s pause for a minute and give it up for adidas 👏👏 smashing a technological innovation barrier and launching the lightest shoe ever that helps you win marathons. BUT, why on earth do you want to make this a new line and sell millions of #singleuse shoes to consumers. Add to the garbage pile while pretending to be planet friendly 😡 You had a workaround. What if you sold only a few hundred of these pro-shoes to prospective olympians and helped them win more races? A) It would help build your brand B) spike demand for all your lines and C) keep the environmentally dirty shoes out of reach for consumers That could have been a win-win. But hell no. Let’s take the easy way out, shall we? Lets go for a run with your single use shoes while you plant a 🌳 for us in return. 👏👏

Revolution on Two Wheels: The Birth of the "Superbike Ladies" Sports Association In a world where the roar of engines and speed have long been associated with masculinity, a new era dawns for women in motorsport: the "Superbike Ladies" Sports Association. Founded by a group of passionate and determined professionals, this pioneering organization aims to shatter stereotypes and pave the way for a future where women take center stage in Superbike competitions. Mission and Objectives: - Promoting Excellence: The SLL seeks to create an environment where women can excel in Superbike racing. Through high-caliber competitions, specialized training, and unwavering support, we showcase the remarkable talent of our female athletes. - Premier Competitions: Our races feature challenging tracks, rigorous regulations, and professional management. The SLL provides an exclusive stage where talent knows no bounds. - Personal and Professional Growth: Beyond competition, we empower riders through targeted training programs, workshops, and mentorship. Each rider is encouraged to be a leader both on and off the track. - Visibility and Recognition: We collaborate with sponsors, media outlets, and partners to amplify our athletes' stories globally. The SLL aims to inspire future generations of women to embrace speed and adrenaline. - Integrity and Passion: The SLL operates with transparency, ethics, and respect for sport's core values. We lead by example. The "Superbike Ladies" Sports Association isn't just a championship; it's a movement challenging gender norms and celebrating women's prowess on two wheels. We're poised to make history and drive transformative change in motorsport. 🏍️💪

𝐖𝐨𝐦𝐞𝐧 𝐚𝐧𝐝 𝐅𝐨𝐫𝐦𝐮𝐥𝐚 𝟏: 𝐰𝐡𝐲 𝐚𝐫𝐞 𝐭𝐡𝐞𝐲 𝐟𝐚𝐥𝐥𝐢𝐧𝐠 𝐛𝐚𝐜𝐤 𝐢𝐧 𝐥𝐨𝐯𝐞 𝐰𝐢𝐭𝐡 𝐢𝐭? 🙄 I am always very careful when it comes to speaking and writing about women and motorsport. As a woman who has been working in motorsport for over 20 years, I think I can give my non-biased opinion on this topic, but I am always very cautious of not being misinterpreted or biased, or even more...boring. That's why I am happy to share this interesting article written by my boss Riccardo Tafà which analyses in a very straightforward way why the test Jessica Hawkins did with Aston Martin F1 Team is important. 👉 It is important not only because she is the first female Formula 1 test driver in over five years (everyone has already written and talked about that), but also because it gives us the opportunity to underline what Formula 1 has done in recent years, making great strides in cultivating a new passionate fanbase. Yes, because women are an increasingly interesting audience in motorsport, and they are increasingly interested in following motorsport. As Riccardo says: 𝐓𝐡𝐢𝐬 𝐬𝐡𝐢𝐟𝐭 𝐭𝐨𝐰𝐚𝐫𝐝𝐬 𝐚 𝐦𝐨𝐫𝐞 𝐝𝐢𝐯𝐞𝐫𝐬𝐞 𝐟𝐞𝐦𝐚𝐥𝐞 𝐚𝐮𝐝𝐢𝐞𝐧𝐜𝐞 𝐜𝐨𝐮𝐥𝐝 𝐛𝐞 𝐨𝐧𝐞 𝐨𝐟 𝐅𝐨𝐫𝐦𝐮𝐥𝐚 𝟏’𝐬 𝐦𝐨𝐬𝐭 𝐢𝐦𝐩𝐨𝐫𝐭𝐚𝐧𝐭 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐚𝐜𝐡𝐢𝐞𝐯𝐞𝐦𝐞𝐧𝐭𝐬 𝐢𝐧 𝐫𝐞𝐜𝐞𝐧𝐭 𝐭𝐢𝐦𝐞𝐬. If the sport continues to welcome more women, both on and off the track, it promises to become richer, more diverse and, without a doubt, more exciting. Totally agree with him, as there is so much more to do and to achieve both within the industry and outside it, as sponsors and partners investing in it. The photo I have chosen for this post is one I took a few days ago while walking in London. A young, very cool girl was wearing a replica bomber jacket (unfortunately not original) with some brands related to the world of two and four wheels. I spot a lot of them, proving that motorsport is also trending in fashion at the moment.  Go to any vintage markets in London and you'll find some original merchandising stuff and loads of fake ones. 😎 𝗧𝗼 𝗺𝘆 𝗺𝗼𝘁𝗼𝗿𝘀𝗽𝗼𝗿𝘁 𝗰𝗼𝗹𝗹𝗲𝗮𝗴𝘂𝗲𝘀: 𝗴𝗲𝘁 𝗼𝘂𝘁 𝘁𝗵𝗲 𝗼𝗹𝗱 𝘁𝗲𝗮𝗺 𝘂𝗻𝗶𝗳𝗼𝗿𝗺𝘀 𝗮𝗻𝗱 𝗺𝗲𝗿𝗰𝗵𝗮𝗻𝗱𝗶𝘀𝗶𝗻𝗴 𝗳𝗿𝗼𝗺 𝘁𝗵𝗲 𝘄𝗮𝗿𝗱𝗿𝗼𝗯𝗲𝘀, 𝗶𝘁 𝗶𝘀 𝗰𝗼𝗼𝗹 𝗻𝗼𝘄! Read more on our feature 👇 https://lnkd.in/ehp28tJY #Motorsport #Womeninmotorsport #professionals

British Cycling legend Jody Cundy out in his Coral sunglasses yesterday. For the launch of The Volare, we’ve partnered with Great Britain Cycling Team. 🇬🇧 Through product testing and feedback from medal winning Olympians and Paralympians we’re looking to engineer a sports collection to compete on merit alone…. Being a sustainable brand might get people to look, BUT it’s the quality and attention to detail that is ultimately the deciding factor when making a purchase. At Coral Eyewear we’re looking to take sustainable production away from being a tick-box exercise for the big brands. Instead we’re aiming to deliver high performance product across multiple categories. 🚴♀️ Sports wraparounds worn by Olympians 🤓 Prescription glasses sold by hundreds of opticians across the high-street 😎 Lifestyle sunglasses cool enough for GQ Magazine Fighting on all fronts certainly doesn’t come without challenges, but taking recycled and plant-based product into completely new markets is worth it when you see things like this. #eyewear #cycling #sportsretail

The newly-released streetwear collaboration between the Mercedes-AMG PETRONAS Formula One Team, PUMA Group and the artist Mad Dog Jones is the latest example of the rapidly evolving crossover between Formula 1 and popular culture. The increasing integration of the two is a reflection of the need that the sport has to not only continue attracting younger audiences, but to also keep them engaged by making the sport feel culturally relevant. Over 60 per cent of streetwear consumers are under the age of 25, so there is obvious overlap with the Gen Z audience that F1 has done so well to attract in recent years. Puma are arguably at the forefront of this movement, not only with Mercedes but also F1 themselves, highlighted by A$AP Rocky's debut collection as Creative Director that launched at last year's Las Vegas GP. This is where we also saw the release of the Palace Kappa collaboration with Alpine, a first foray for the streetwear brand into F1, where they join the likes of Palm Angels, UNDEFEATED and Awake NY in having produced bespoke collections. As is often the case, the trend is starting to extend to other series as well. This year's 24 Hours of Le Mans saw a collaboration between the race organiser and iconic streetwear brand Anti Social Social Club, featuring a 20-piece collection, bespoke team kit and helmet, and even an LMP2 custom livery. The link between fashion and motorsport is hardly a new phenomenon, but the evolution that we are seeing towards targeting youth culture and younger consumers demonstrates that it will likely play a bigger role in the future of fan engagement than it ever has before. #f1 #formula1 #motorsport #sponsorship #sportsbiz

The value of testing, understanding and improving the products you create before asking the end consumer to pay hard earned money for them cannot be underestimated. Especially when those products are intended for high performance activities. Love this example of Rab and their partners taking time out to experience their product first hand. #testandlearn #productexcellence