Puma has teamed up with the Cuban Olympic Committee, so that Cuban athletes will be wearing the brand's apparel and footwear at the 2016 Summer Olympics in Rio, as leisurewear when they are not competing and as sportswear for various ceremonies. The brand already has separate deals with the Cuban athletics, boxing and volleyball federations, meaning that participants in these sports will also be wearing Puma apparel when competing at the Olympics. In the particular case of track and field, the deal covers apparel as well as footwear for athletes who do not have individual contracts with competing brands. Puma's ties with the Cuban boxing federation and several individual boxers will be relevant to support a major brand campaign focusing on boxing this summer, as Puma strives to reinforce its business in the training market. Perhaps not coincidentally, a few weeks ago, Fidel Castro made headlines by wearing a white Puma tracksuit, while he was regularly spotted wearing Adidas in previous years. Separately, Joma says it has signed a deal to sponsor Cuba's national football teams, starting from July.

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