A Soccer Star Chooses Puma
Another huge event occurred for the brands in 1970 at the World Cup. It was the final match, being played between Brazil and Italy and watched by countless fans all over the globe. In other words, it was a prime marketing opportunity for a shrewd salesman like Rudolf Dassler.
Brazilian midfielder Pelé (L) dribbles past Italian defender Tarcisio Burgnich during the World Cup final on 21 June 1970 in Mexico City. Pelé scored the opening goal for his team as Brazil went on to beat Italy 4-1 to capture its third World title after 1958 (in Sweden) and 1962 (in Chile). (Photo credit should read STAFF/AFP/Getty Images)
Just as the game was about to start, Pele, the best player in the world at the time, suddenly bent down to tie his shoelaces. It seemed like a natural act, but it later turned out that Pele had been instructed to do this to draw attention to his Puma boots.