After securing the transfers of Nedved and Poboski, Rist was satisfied.

Euro 96.

It's kind of a preliminary push out of itself.

Good mood.

But it's not over yet. Rist still has a lot of good players on his hands at the moment, all waiting to be sold.

Rist is busy with this.

But sometimes people are lucky, and you can't stop it.

If someone stuffs their teeth with saliva, then Rist is obviously picking up a stone on the road and coming home to see that it is all gold.

Just as Rist was about to consider a transfer for Galasek, he received a very strange phone call. But when he revealed himself to Rist, Rist was taken aback.

Calls from Germany.

Or the call of the youngest CEO of a German listed company.

PUMA's CEO, Jochen Caitz.

Surprised.

Jochen Caitz invited Rist to the Puma headquarters in Germany to discuss the endorsement of Nedved and Pobosky.

Puma.

The boss who founded Puma and the boss of Adidas used to be brothers.

It was the elder brother who founded Puma.

But after so many years, Adidas has become one of the top sports brands in Shijie. Puma, on the other hand, is a brand that is not in the limelight.

In the current sports stores, Adidas and Nike are the most conspicuous positions.

The prices are very expensive.

And Puma is placed at the bottom, not only cheaply.

It is considered a low-grade brand.

Moreover, in 1993, Puma lost $32 million in one year, which has been the eighth consecutive year of losses, and there are still 1.5 million pairs of cheap $10 sneakers stacked in the warehouse, facing the danger of bankruptcy.

At that time, Puma owed more than $250 million in debt.

One step forward is bankruptcy, and one step back is waiting for bankruptcy.

This was the situation with Puma at that time.

Puma's board of directors had no choice but to bring in a new CEO.

As recently as 1994, at the age of 30, Jochen Caitz became Puma's new CEO. He also became the youngest CEO of a public company in Europe.

Of course, none of these Lister himself knew.

Rist is a man of football.

Who is Jochen Caitz?

I don't know at all.

After receiving the call, I quickly looked for some information. Because for the Puma brand Riester has only heard of it, the master does not understand his history at all.

When Rist was in China, none of the players he represented had a chance to get an order from Puma.

Being able to mix a domestic brand, Rist is already very happy.

International brands?

Rist couldn't even think of it.

For the international brand Riester only knows that they are famous, but does not know their history. Because they don't have anything to do with Rist.

Riester was very happy to receive a call from Puma.

But looking at Puma's current situation, Lister realized that he was really happy too soon.

Jochen Caitz does have some ability, and Puma, which has been losing money for many years, has slowly turned around in the past two years. Of course, it has just completed the turnaround situation, and the Puma brand is still an unpopular brand on Shijie.

Not only is it not as good as Adidas, Reebok, Nike and other big brands such as Shijie, but even Umbro in the UK can now blow up Puma.

Puma can only be regarded as just emerging from the crisis.

Such brands are not on the same level as Adidas, Reebok, and Nike.

But Rist did not refuse.

Instead, he agreed to Jochen Caitz's invitation.

Today's Czech players have little advertising revenue. Puma is average now, but Rist knows. Although Puma has not been able to surpass brands such as Adidas and Nike in the future, it has also become the third largest sports brand in Shijie.

This is a good opportunity.

Not only will it be able to generate income for Nedved and Pobosky, but it will also increase for Lister.

And this is the beginning.

Rist knows what the future holds, but he is still a nack when it comes to business. In terms of sponsorship, Rist doesn't have many connections at all.

But Rist has to increase his ability in this area.

Because many players have a heavier proportion of advertising revenue than wages.

…………

Puma and, of course, Adidas as well.

They were all born in the legendary town of Herzogenaulach on the outskirts of Nuremberg, Bavaria, Germany. It's not much from Munich, Germany's football hub.

It used to be an obscure town.

But now the place is developing very well.

Puma's headquarters is not flashy.

Although PUMA is now a low-end sports brand, it is also a strong company.

A large company with annual sales of $300 million.

But their headquarters is ordinary.

"Welcome, Mr. Lister."

Jochen Caitz is a burly man who once played rugby.

In fact, at present, the identities of the two are completely unequal.

Although Rist is now a little famous in the football world, the players under his team are only Nedved and Poboski. And the two are not the kind of superstars in European football.

It's just a young player who has just left the Czech Republic.

But Jochen Caitz is different.

As the youngest CEO of a publicly traded company in Europe, Puma is a large company with sales of $300 million, despite its heavy debt.

But Jochen Caitz was sincere.

At the gate of the company was waiting for Lister.

"Hello, Mr. Caitz."

Rist stepped forward and shook Jochen Caitz's hand. This is my own money bag, so I must talk to him about it.

However, since Puma was the first to contact him, Rist didn't want to drop the price, so he had to take a look.

Look at what Puma means.

So I received coffee from the staff in the reception room and put him down. Then he smiled and asked, "Mr. Caitz, Puma is a big brand." In the past, Puma's targets were Maradona, a generation of football champions, and sports superstars of the level of tennis evergreen Navratinova. Pavel and Karel are both small characters, and they have just typed. Weishenme will choose them? ”

Richter wanted to see Puma as it really meant.

So that he can take countermeasures.

Jochen Caitz smiled.

Jochen Caitz's hair is not much, and he is combed to a two-eight point. He has a big mouth, but he likes to laugh, or his mouth looks like a smile.

From the time Rist saw him at the door, Rist felt like he was smiling all the time.

It's very kind.

"Mr. Cirny, Adidas, Nike, Reebok and these companies are all ways to sponsor superstars in big money. These big companies they have already done, and we PUMA are lagging behind in this regard. We don't have the financial resources to compete with them, at most we just follow them step by step, and we can't get rid of their influence. ”

Direct.

Jochen Caitz didn't beat around the bush.

Instead, it was very direct to express what they meant.

"So we're ready to abandon it. We want to go the extra mile and find players who can become superstars in the future, clubs and national teams that will become strong teams in the future. ”

Reesette nodded.

I really didn't expect it.

Jochen Caitz was straightforward about their strategy for the future.

Sheltering from the wind?

That's what it means.

"I see what you mean, Mr. Caitz. I'm not boasting, but one of Karel and Pavel will become the Footballer of the Year in the future. ”

Jochen guessed noncommittal about Rist's words.

Because once Rist's words are recognized, then when it comes to the specific endorsement fee of the player, he will be at a disadvantage.

Rist didn't stop boasting about himself.

"I think Puma has a good eye this time. I wouldn't dare to say elsewhere that Karel and Pavel are the most popular stars in the Czech Republic at the moment. With the two of them, there is only one sports brand in the Czech Republic, PUMA, the soil for survival. ”

Jochen Caitz squinted at Rist.

Czech market?

The Czechs are not very numerous, only about 10 million people. But Czechs are almost all sportsmen, and the Czechs are not as wealthy as Germany, England, and France.

However, judging from the development of the past few years, the economic development of the Czech Republic is still okay.

Per capita income is also growing steadily.

94 is only about 3,000 dollars, and this year it will be almost 5,000 dollars.

Although the Czech economy is starting to slow down, European football analysts still believe that the Czech Republic should have a per capita income of about $8,000 by the end of the twentieth century.

It's a big market.

Rist was right on Jochen Caitz's point. Adidas, Nike, and Reebok are all high-end, and they all invite sports superstars to endorse.

The target is the big market, the market of those developed countries.

But when Jochen Caitz became Puma's CEO, he changed his previous approach. Because the markets of those developed countries are almost saturated, it is difficult for Puma to enter as a laggard.

Even if it is inserted, Puma will not be able to compete with giant companies such as Adidas and Nike.

Therefore, he was ready to take a detour and play guerrilla warfare.

The practice of the countryside surrounding the city.

He is targeting markets that other sports brands like Eastern and Central Europe, including Africa, do not pay attention to.

So this time I found a Czech player who shined in the European Cup.

"Mr. Chelny, the two of us have the same idea."

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