Thanks to a friend who has close relations with people working in Puma (guanxi in action!), I was lucky enough to attend the IAAF Shanghai Diamond League game on the night of 23 May 2010. Sitting in just row 3, I could feel the spirit of the Puma brand in action as they were cheering for Usain Bolt, who won the men’s 200m sprint effortlessly. I was part of the brand cheering the world’s fastest man! Good job on guerrilla marketing, Puma!

Everyone stayed on to catch Liu Xiang in action in the 110m hurdles and that’s when you feel China’s pride in their world-renowned athlete, as they cheered and then… sighed when Liu Xiang came in third.