Central to the venture’s success, the livery must deliver impact, engagement and the need for speed. As light weight liveries deliver a fast boat in the water, its a challenging mix of impact versus speed upon naked carbon fibre.

‘Mar Mostro’ is ‘Monster of the Sea’. A battle between the team and the elements, the hand-painted livery of monster & water comes alive when the boat's design connects with the real ocean at speed. In the vice like grip of a tentacled monster, the water is on Mar Mostro’s side in a battle of epic proportions.

More than just a race, the yacht is the central character in a mobile 360º brand experience exposing the brand to changing cultural markets. Perfomance product, Children’s initiatives, print, online and social media, Stand-Up Paddleboarding classes, a pop-up retail outlet, bar and DJ dancefloor all combine to deliver a cohesive brand experience with typical Puma joy.

The ‘Mar Mostro’ ‘grip story’ defines all associated product design; outdoor advertising, PR, in-port events and CSR initiatives – not least of which was a real children’s character – ‘Marmo’, who ‘Saves Our Seas’ in a free storybook read live at each in-port city.

44,000+ members of the general public visited a Puma VO70

Media value doubled target of $51m. More than any other boat in the race.

One day’s sales in ‘Puma City’, (In-Port retail outlet) were the highest one day total of any store in Puma history.

4m+ people were exposed to the Puma brand Experience, either physically or online.

PUMA increased its brand value steadily in line with its competitors and hit €3bn sales for the first time at end 2011.

Value (Brand Finance’s Global 500).

2009 2010 2011

Nike $14,583 $15,808m $18,437m

Adidas $4,700m $5,702m $6,754m

PUMA $1,493m $1,990m $2,291m