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Jay Chiats 2011 Joint Grand Prix Winner: How Puma found its niche

Once upon a time, two German brothers had an argument about the family footwear business. In 1948, one brother started Adidas; the other went in a different direction with a company he would call Puma.

The history is only relevant today, Ben Jenkins, strategy director at New York agency Droga5, told an audience at the 4A's (American Association of Advertising Agencies) Jay Chiat Strategy Festival in New York City, because it helps explain the shoe market today.

Understanding that shoe market - and producing a brilliant marketing response - landed Puma and Droga5 with the Grand Prix honors at the 2011 Jay Chiat Awards competition (sharing the top prize with Lowe SSP3 Bogota for its work to demobilize Colombian guerrillas).