Five city versions were required for the key stopovers in the race at Alicante, Cape Town, Auckland, Miami, and Galway. 6 Sheet, 48 and 96 sheet formats were created for use in the Airports, major traffic routes and selected special sites near the race village, in-port.

‘Mar Mostro’ is ‘Monster of the Sea’. A battle between the team and the elements, the hand-painted livery of monster & water comes alive when the boat's design connects with the real ocean at speed. In the vice like grip of a tentacled monster, the water is on Mar Mostro’s side in a battle of epic proportions.

Epic B-movie style imagery shows the Monster ‘Coming Soon’ to each key city. The images were created with a mix of traditional draftsmanship, 3D CGI and old-school retouching.

44,000+ members of the general public visited a Puma VO70

Media value doubled target of $51m. More than any other boat in the race.

One day’s sales in ‘Puma City’, (In-Port retail outlet) were the highest one day total of any store in Puma history.

4m+ people were exposed to the Puma brand Experience, either physically or online.

PUMA increased its brand value steadily in line with its competitors and hit €3bn sales for the first time at end 2011.

Value (Brand Finance’s Global 500).

2009 2010 2011

Nike $14,583 $15,808m $18,437m

Adidas $4,700m $5,702m $6,754m

PUMA $1,493m $1,990m $2,291m