From sprinters to sneakers: How Puma aims to tap into ‘halo effect’ of Olympians

German sportswear brand Puma is using this year’s Olympic Games and its partnership with sprint champions Jamaica to focus on speed as it jostles with Adidas and Nike to carve out space in an increasingly competitive running and lifestyle market. Puma CEO Arne Freundt aims to boost sales of “performance” products like running shoes and soccer cleats, and has revamped Puma’s “Forever Faster” message in its first brand campaign in a decade on Wednesday in Paris,

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