Initiative is part of PUMA's broader vision to elevate running in the region, through innovation, global access and community engagement with its running communities
Singapore, January 6, 2025 - Having added three top-tier Singapore athletes to its athletes stable, PUMA has issued a signal of intent to its competitors, with the global sports brand expected to drive a region-wide rollout of its initiatives in the coming months in 2025.
The latest athlete sponsorships were also carefully crafted and designed to break boundaries in the area of athlete support - with Vanessa Lee, Shaun Goh and Ben Khoo the first beneficiaries of a program that will witness more athletes joining the PUMA family from other Southeast Asian markets soon.
Speaking with SportPlus.sg, PUMA's Marketing Director for Southeast Asia Eleanor Wang emphasised that placing athletes first doesn't mean the brand has forgotten about everyday runners, with aspiring runners from the running community also standing to benefit from these athlete partnerships that will witness the region's athletes gaining access to top notch resources and platforms to not just elevate their profiles, but equipping them with the right tools to help runners on their running journeys - fostering an inclusive running culture across the region.
1. How does this move of signing three of Singapore’s most iconic distance athletes support PUMA Running’s brand strategy for 2025 and beyond?
EW: This initiative is a key milestone in PUMA’s broader vision to elevate running in Southeast Asia, with Singapore serving as the first step in a region-wide rollout planned for 2025. By partnering with elite athletes, PUMA reinforces its commitment to the performance running segment, celebrating excellence and pushing the boundaries of what’s possible in the sport.
This move supports PUMA’s "athlete first" philosophy, ensuring the athletes receive global-level resources while also inspiring local communities. These partnerships also demonstrate our focus on empowering top-tier talent and cementing PUMA commitment in running innovation and performance across Southeast Asia.
2. Why did PUMA choose these three specific athletes compared to other athletes?
EW: The selection of these three elite athletes was deliberate, based on their exceptional talent, proven track records, and potential to elevate the profile of running in Southeast Asia. Each athlete embodies PUMA’s values of resilience, ambition, and innovation, and their success stories align with our mission to champion the region’s top talent.
This "elite-first" approach ensures that the program is grounded in high performance, positioning these athletes as ambassadors of excellence not only for Singapore but for the region. Their inclusion highlights our dedication to raising the profile of SEA athletes and providing them with opportunities on par with PUMA’s global elite roster.
3. How is PUMA looking to reshape athlete sponsorships in Southeast Asia with this move, and how is this sponsorship different from others?
EW: PUMA is redefining athlete sponsorship in Southeast Asia by adopting an "athlete first" approach that prioritises elite talent while integrating meaningful community engagement. Unlike traditional sponsorships, which often focus solely on competitive success, PUMA’s model ensures our athletes receive the same level of support and access as global PUMA elites.
This includes cutting-edge performance gear, world-class resources, and platforms to elevate their profiles regionally and globally. By launching this program first in Singapore and subsequently rolling it out across Southeast Asia, PUMA is setting a new standard for athlete sponsorship in the region—one that champions talent, drives innovation, and builds authentic connections with the broader running community.
4. What will these athletes have access to, to support their competitions and training compared to other sponsored athletes?
EW: The athletes will have access to innovative gear, PUMA Global Access, Event Participation and Community Engagement Opportunities.
• Innovative Gear: The latest in PUMA Running’s performance footwear and apparel, including cutting-edge NITRO technology products tailored for distance running.
• PUMA Global Access: Access to Global product teams and innovation teams, NITRO lab testing for running economy and product insights, in-person and virtual interactions with PUMA elite runners.
• Event Participation: Backing for local and international competitions, providing a platform to excel and inspire.
• Community Engagement Opportunities: Platforms like the PUMA NITRO Run
Club for mentorship and connection with the running community.
5. Are we able to elaborate on their roles for the PUMA NITRO Run Club at this stage?
EW: PUMA has an exciting vision to establish two distinct running clubs in most Southeast Asia markets in 2025, which we haven’t shared publicly yet. This vision includes the PUMA NITRO Run Club and a social run club powered by PUMA, each designed to cater to different segments of the running community. Singapore will be the first market to roll out this dual-club approach.
The PUMA NITRO Run Club is built on credibility and elite performance, serving as a platform for competitive and aspiring runners. PUMA's elite athletes will be at the core of this initiative, using their accomplishments and expertise to lead advanced training sessions and provide professional guidance on preparation, performance, and race strategy. Their involvement ensures that the club is a trusted resource for serious runners looking to excel.
Meanwhile, the social run club powered by PUMA is designed to engage a broader audience, focusing on inclusivity and community-building. In this space, PUMA athletes will play a more accessible role, engaging with runners by offering practical tips for race days, running motivation, and creating a fun and welcoming environment for runners of all levels.
Although this is still in the vision stage, PUMA’s dual-club approach underscores our commitment to both elite performance and community engagement. By rolling out these initiatives, we aim to foster an inclusive running culture across Southeast Asia, empowering everyone—from top-tier athletes to recreational runners—to find their place in the PUMA family. #PUMASG #SeeTheRunLikeWeDo
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