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This is the story of the visionary who invented sports marketing.
His name was Hans Henningsen. It was 1970 when he proposed to Pelé a publicity move that would change soccer forever. At the Mexico World Cup, Pelé delays the starting whistle of a match to lace up his shoes, cameras capturing the moment and millions of spectators around the world see on TV the exact shoe brand worn by the best player in the world. From then on, Maradona and countless others would follow – players whose feet carried advertising power worth fortunes. Brands continue to compete for them.
For decades, one question dominated global football: Adidas or Puma? Henningsen was a key figure in this trade war fuelled by the rivalry between the Dassler brothers, owners of Adidas and Puma.
Hans Henningsen thus completed the circle and dominated the Puma–Adidas war until the dawn of a new era at the end of the century, when Nike entered the scene. “King Puma” reveals the incredible life of the outsider who changed sports marketing – the seducer who became a legend among football stars despite being unknown to the world.
The Colour of the Chameleon
Russland in Spitsbergen
