HomeSportFOOTBALL: The Reason Pele was paid by PUMA to lace his shoe!
Football legend, Pele was reportedly paid by Puma to tie his shoes in the middle of the field before kickoff of the quarterfinal match between Brazil and Peru during the 1970 FIFA World Cup.
Pele wore Pumas football boots at the 1970 FIFA World Cup, requesting the referee to stop a game in the last minute so he could tie-up his pair of Puma’s and create vital promotion for the Puma brand.
He knew the cameras would be on him and so did Puma. And they wanted the cameras to focus on his football boots.
Barbara Smit, in her book “Three Stripes Versus Puma”, states that PUMA employee Hans Henningsen paid Pele $120,000 to wear Pumas.
Pele, born Edson Arantes do Nascimento, is a Brazilian footballer who is widely regarded as the greatest player to play the game.
Pele is the winner of three FIFA World Cups: 1958, 1962 and 1970. Pele scored over 1000 goals and played for two clubs: Santos and New York Cosmos.
However, in the early days of the so-called “sneaker wars” between rival shoe companies Adidas and Puma, athlete endorsements were seen as a much bigger risk. As sneakers became a bigger part of the world of athletics in the years following World War II, which athletes wore Adidas and which wore Puma became a major part of the advertising arm of each of the two companies. As time went by, athletes were beginning to play the two companies against each other and the results were financially damaging. In addition, the companies began to spend too much time trying to one up each other.
Nowadays, in the United States, companies such as Nike and Reebok have taken the lead in the sneaker wars, but Puma and Adidas continue to be dominant forces in the international shoe market.