Athletic brand PUMA has a menacing entry in the Volvo Ocean Race 2008-2009. The ultra modern racing boat named "Il Monstro" which means ‘The Monster’ was christened in May by actress Selma Hayek.
Il Monstro and its crew left Rhode Island in late August to cross the Atlantic Ocean destined for the port of Alicante, Spain where the race starts on October 4th. The Volvo Ocean Race is a 10 month long, 37,000 mile race around the world for the fastest racing monohull sailboats on the waters.
Il Monstro, skippered by Ken Read, is a stunning state-of-the-art 70’ monohull racing sailboat. With Il Monstro’s black hull and red sails adorned with the PUMA cat logo the boat look very threatening indeed.
"We were really trying to be intimidating with this design—a fearful racing machine," said Antonio Bertone, Chief Marketing Officer. "That’s why it’s called il mostro—the monster. We wanted the reaction to be ‘No way, look at that thing! and I think we accomplished that."
PUMA launched their sailing performance and lifestyle collection in conjunction with the race entry.
Monster Sailboats
PUMA's 'Il Monstro' for the Volvo Ocean Race
Trend Themes
1. Athletic Brand Sponsorships - Disruptive innovation opportunity: Expanding partnerships between athletic brands and sailing races to create custom-designed, intimidating racing boats.
2. Unique Design Aesthetics - Disruptive innovation opportunity: Incorporating bold and intimidating design elements into sailing boats to evoke strong reactions and enhance brand recognition.
3. Sailing Performance and Lifestyle Collection - Disruptive innovation opportunity: Creating specialized product lines that combine performance-enhancing features with fashionable designs for sailing enthusiasts.
Industry Implications
1. Athletic Apparel - Disruptive innovation opportunity: Collaborating with sailing teams to develop specialized athletic apparel that enhances performance in offshore racing conditions.
2. Marine Engineering - Disruptive innovation opportunity: Designing advanced sailing boat technologies and materials that improve speed, stability, and safety in extreme oceanic environments.
3. Branded Event Sponsorships - Disruptive innovation opportunity: Leveraging sailing races as marketing platforms for athletic brands, creating immersive experiences that engage consumers with the sport and the brand.