The influence of cross-border co-promote the brand

As early as 1999, the Cheap Air Shoes on the proposed "cross-border cooperation" (Cros s over) concept, with the German luxury apparel brand J il Sander to launch high-end casual shoes. After the Puma with the large group of followers of the new concept, Adidas and Yohji Yamamoto Japanese brands in cooperation with the Chanel Reebok cooperation, sports brand and fashion brand alliance has become the trend. In 2003, Puma has taken the lead with the same guerrilla marketing tactics for the fans of the BMW Mini brand-building product and brand partnerships. Puma has designed a prototype of a BMW Mini as a "Mini-Motion" series of sports shoes sold in the world. BMW is to use Puma sports shoes air mesh and other technical design, the new Mini car seat, and the Mini's external printed on the famous Puma Puma Log o. Jochen Zeitz cross-border cooperation will be the brand described as two brands of dating or marriage, "we can not just looking for a partner to firm size, depends on whether the two characters come together." BMW Mini's way of life Rinat Aruh development manager, said: "We have two brands really have a lot of common ground, we hit it off. We are all 'anti-traditional brands', are then the belief in guerrilla marketing, and have spent a lot of energy to study how consumers spread the brand. We are, through the attitude to life to find our consumers, with the Puma company's marketing together to develop a marketing plan is really easy, enjoyable and interesting work. "In 2004, Biao Ma announced, through the cross-border co-operation with the BMW Mini, Puma became the runner up in 2004 BMW F1 - Williams team's clothing supplier.