Puma is seeking 12 Germans—most likely, German bloggers—to serve as “brand ambassadors” during this summer’s World Cup soccer tournament. The initiative is called Adopt a German, which sounds a little scary at first (the logo doesn’t help—what is going on there?) but is totally above board. If you are fun-loving, able to write and, most of all, German, then Puma wants to hear from you. The company will eventually select one person from each of the 12 German World Cup host cities. Each will write a blog leading up to the tournament, focusing on his or her home city’s preparations (and no doubt weaving in subtle references to Puma along the way). Then, once the tournament begins, all 12 will converge ambassadorially in Berlin for a month of partying and tourist-welcoming. Germans who are already blogging clearly have the upper hand here. In some unsteady English, the Web site explains: “To win through to the final 12, you’ll probably already write a funny, informative and interactive blog. You’ll have real opinions, real local knowledge … you’ll be a real German!” Having a funny haircut might help, too.
—Posted by Tim Nudd