Puma 1, other sports brands nil

We could all learn from Puma.

All over the UK papers today/yesterday is the story of Joseph Pritchard, born with just two fingers and a thumb on each hand. His ambition is to be a premier league goalie, but given his disability, normal goalie gloves kept slipping off.

His parents (according to the Sun) "contacted several sports brands for help and were thrilled when Puma got in touch".

Puma then made up four pairs of the gloves, with his name on, and got them to him for Christmas.



Why is this so special, apart from the obvious?

1) Someone with the foresight in Puma listened to the request rather than sending a standard "sorry we can't help you response" and recognised that this was just a good helpful thing to do. Their processes for dealing with requests like this let them pull this one out and act upon it. More companies should behave like this.

2) It's just going to make everyone who hears about the brand feel better about it

3) It shows that PR is not just sending press releases. Word of Mouth doesn't just happen online. How a brand acts is far more powerful than whatever a brand says or sponsors. Fact. But it takes a certain amount of self-belief to do it.

4) I'd be surprised if Puma punted out a release on this themselves. I reckon the story bubbled up through local media - but could be wrong. Certainly that's what I hope happened. Does anyone know?

5) In one act it's transformed Puma's reputation. Nike might spend millions on CSR projects, but they're still remembered for all the pre-No Logo backlash of young kids sewing footballs together for a pittance in the developing world. Compare that reputation to Puma's this morning - making four pairs of bespoke gloves for an 8 year old boy to follow his goalkeeping passion.