Among the vast tributes to Pele, entrepreneur and frequent tweeter, Joe Pompliano, has shared a fascinating story about the creation of Adidas and Puma, and Pele's boots at the 1970 World Cup.
Adidas and Puma were set up after a bitter argument between brothers Adolf and Rudolf Dassler, caused them to part ways and establish the rival sports shoe companies.
Pompliano then went on to detail the offer made by Puma to Pele before the 1970 World Cup quarter-final between Brazil and Peru.
For the large sum of $120,000, Pele promised to tie his boots seconds before kick-off in the middle of the pitch, while the company also paid the cameraman to zoom in on his actions.
A genius piece of advertising and marketing from Puma. With the whole world watching, everyone got to see whose brand the greatest footballer on the planet was wearing.
Pele, Puma, And A Brilliant Piece Of Advertising
8) As Pele approached midfield to tie his shoes, cameras zoomed in, and millions of people realized all at once:
Pelé was a Puma athlete.
The funniest part?
To ensure they got a close-up, Puma even paid the cameraman. pic.twitter.com/W2Z5oOVdO8
— Joe Pompliano (@JoePompliano) December 30, 2022
"Athlete endorsements were becoming popular, so Adidas & Puma created the "Pelé Pact."", wrote Pompliano. "The idea was simple: a bidding war would bankrupt both companies, so they agreed neither company would sign Pelé. But in 1970, Puma brokered one of the smartest marketing plays of all time.
"Before a 1970 World Cup quarter-final match between Brazil & Peru, Puma approached Pelé with a $120,000 offer — or $1 million once adjusted for inflation. The kicker? Puma requested Pelé walk to midfield seconds before kick-off and ask the official for time to tie his shoes.
"As Pele approached midfield to tie his shoes, cameras zoomed in, and millions of people realized all at once: Pelé was a Puma athlete. The funniest part? To ensure they got a close-up, Puma even paid the cameraman."