Marketing Currents - Business and Marketing Current Events

Porsche and PUMA Team Up for Two Limited Edition Sneaker Collections


Long-time collaborators, Porsche and PUMA, have revealed the results of their latest partnership, in the form of two limited edition sneaker collections — the first of which marks Porsche’s 75th anniversary as an automaker and the second celebrating 60 years of the iconic 911.

Click here to read the story at

Discussion Questions:

  1. What is a brand?
  2. What is co-branding?
  3. Can you think of any examples of co-branding that you have seen in the past?
  4. Is a collab between Porsche and PUMA an example of co-branding?
  5. Why do you think Porsche and PUMA would partner on a sneaker collaboration?
  6. How might Porsche benefit from the collab? Why wouldn’t they just create their own shoe instead of partnering with PUMA?
  7. How might PUMA benefit?
  8. Why do you think brand collaborations are such a popular trend right now?
  9. What is promotion?
  10. Why do brands introduce limited edition products and how might that represent an example of promotion?
  11. What is supply and demand?
  12. According to this story, how many pairs will be available of the “Heritage” sneaker?
  13. How might the limited supply impact demand?
  14. Why is price an important part of the marketing mix?
  15. How much will the collab sneakers cost?
  16. How do you think they determined that price point?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.