A bold decision
Puma paid Pele to start tieing his boots a few seconds before the 1970 World Cup final.
Naturally, a major plan of this process got on television, and the whole world saw whose boots the greatest footballer on the planet is wearing.
Such advertising turned out to be much cheaper and more effective than if the managers of "Puma" decorated the entire stadium with the logos of their company, and this for years to ensure the success of the German company.