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The perils of hero worship notwithstanding, Puma chief marketing officer Antonio Bertone doesn’t think man’s love for sport is unhealthy—especially when compared to our obsession with celebrities, “Teen Mom and crap like that.”
So, when David Droga of Puma agency Droga5 this year proposed testing how much guys love their favorite soccer club (the Puma-sponsored Newcastle United) compared to their wives and girlfriends, Bertone wasn’t the least bit put off. After all, Droga’s experiment fit nicely into “Love = Football”—Puma’s soccer mantra since 2009.
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