Puma Ocean Racing

ABN AMRO 2 to Avanti (70ft trainer No.1)

The Volvo Ocean Race is fought out between closely matched ocean racing yachts on a gruelling route around the world. Along the way, the boats have to endure brutal conditions with temperature extremes, continued exposure to saltwater and extreme UV. The result is one of the world’s most exciting sporting events and a true test of man and machine.

High profile events like the Volvo Ocean Race thrive on sponsorship and, as every sponsor would readily confirm, sponsors want their brands promoted in as conspicuous a fashion as possible. Leading sportswear manufacturer Puma’s invitation to brand its Volvo Open 70 certainly puts a tick in the ‘conspicuous’ box.

The entire hull has a livery designed to make it look like a seventy foot long training shoe – a Puma training shoe, of course. Puma will not be found wanting for press and profile because the result is a head-turning yacht which, courtesy of its massive red impact and its undeniable novelty, will stand out even among the other colourful entrants of the Volvo Ocean Race.

Just a few years ago, a spectacle like the Puma boat would not have been practically or technically possible. But, like the Volvo Open 70 itself, imaging technologies have not stood still and designs as outrageous as this can now be printed and applied to more or less anything – ocean racing yachts included.

Formally ABN Amro Two, a complete transformation was required to make a huge statement. The job of printing and applying the Puma livery was given, on recommendation, to Grapefruit Graphics.

To call the job a ‘wrap’ would somewhat trivialise a work of technical excellence. The design itself presents a range of challenges, particularly the detailed stitching which runs close to details on the hull and must maintain a consistent distance off despite the elongation demanded to fit the print to the hull. Contrary to what the print suggests, the livery is entirely printed and entirely flat. The shadow and suggested dimensional detailing are, just that, suggested. Nothing is cut and applied.

The livery was printed in-house in four sections, 21 metres long. The vinyl was chosen for its elongation, tolerance, and handling, not to mention its reputation for resolving very high resolution, both characteristics required by the Puma livery. The oceans of the world are just about the most inhospitable places to be found and are no place for unprotected digital print. Therefore, the output was laminated prior to application with a crystal-clear film.

Application of the printed and laminated livery made demands of both the material and the application team. The graphic had to fit the hull precisely and its detailing had to line up with the boat’s line on both its flanks and its transom. The first three or four hours were spent just looking at the boat and meticulously measuring to make sure everything was perfect. The laminated print was applied without pre-mask to the hull and, was not troubled by the extreme elongation needed to fit it over the swell of the hull. With the good density of ink delivered by the Printer and the material’s appetite for it, there is no thinning of the colour in stressed areas.

The Puma boat is a very visual statement of what today’s imaging and material technologies make possible. The design is inventive and demands attention. It will promote the Puma brand the world over with a very powerful advertisement and endure some of the worst conditions on the planet with no ill effect.

Puma has a big brand statement, and the Volvo Ocean Race have an entrant that’s an instant celebrity wherever it goes.