PUMA: Adopt a German
PUMA has started a microsite on www.adoptagerman.com, searching for 12 Germans as global ambassadors to promote football. The campaign “Adopt A German” wants to set the records straight with the ‘Sauerkraut’ and ‘Lederhosen’ stereotype of the worldcup hosts.
The adoptees will start promoting their contries in person with a European tour and online with personal weblogs. The users then decide which of the 12 persons to ‘adopt’ as their favourite German.