PUMA has 50 years history and has gained great adidas jeremy scott xachievement.Puma has been situated in theyves saint laurent uk top of the sport, and succeed in combining the sports, leisure and fashion together. PUMA become one of the young's favour brands. PUMA is the best brand of the sport and provides the best sporting goods for the general sports amateur. PUMA has three major breakthrough:innovation, savour, and fashion. It meets the requirement of people who want the various shoes and leads the trend of sportswear. They not only apply to a specific campaign, but also suitable for adidas running trainersthe daily wear. It incarnates what the PUMA sparkpluged:sport is a philosophy of life's attitude. According to the customers' attitude of life, PUMA divide comsumers into different kind. The vast majority of analysts and observers consider that it is a great important kickpoint that Jochen Zeitz appointed to be CEO and the chairman of the board. Before the decision was made, the marketing plans of PUMA always keep on the rails all the time. We can not tell the difference between PUMA, NIKE and ADIDAS brand except for the puma logo. Dealers put the same products in different point-of-sale terminals. The new chairman of the board yves shoes declares that personality is the key to survival, so we must be the sports lifestyle brand that customers want most. Otherwise, we radically can not complete with the giant brands, such as NIKE etc. At that time, almost all the enterprises adopt the traditional demography method to analysis the consumer groups. It divided the consumers by the standards of age, education backgroud, and income levels. But Tony Bertram, the PUMA global brand managing director, hold the opinion that the life attitude and brand preference degree of a 19 years old Japanese student may similar to a 30 New York negro. Thinking manner and life style are the most important factors that influence Puma consumers. To creat an unique brand attitude that belongs to Puma is the core of marketing. We define 'sports' as an active lifestyle. We hope our customers keep this life style even though when she is a 70 years old grandmother, meanwhile, she is still our loyal customer.