One Day, One Goal? Puma, Corporate Philanthropy and the Cultural Politics of Brand 'Africa'

Dec 16, 2010 | by
  • Description

This essay addresses lifestyle sport brand PUMA and its recent activist endeavours with respect to 'Africa'. Charting a path different from those of transaction-based philanthropic affairs such as (Product)RED, PUMA, the author suggests, has deployed a transformation-based strategy organized around messages of peace and social justice in which supporters are charged with affecting change themselves in concrete interactions rather than impersonally or from a distance.