Posted by Sara Zucker on December 22, 2009 09:39 AM
The media firestorm surrounding Tiger Woods may be cooling but -- in a testament to the adage there is no such thing as bad publicity -- things may be heating up for the golfer's soon-to-be ex-wife, Elin Nordegren.
TMZ reports that Tretorn, the outdoorsy brand known for its sturdy sneakers and rain boots, has its eye on Elin.
Though Nike has steadfastly stood by Tiger, it's only fitting that the megabrand's nemesis, Puma, court the embattled golfer's future ex-wife. The Internet has been buzzing with speculation that one of Puma's sub-brands needed an extra boost, and Elin was the perfect solution. Tretorn, founded and headquartered in Sweden, was acquired by Puma in 2004. WWD announced that preliminary talks were held concerning an endorsement deal.
Puma spokesperson Kristina Fields made a statement to CNBC regarding the supposed deal, "To correct recent news headlines, Puma has no plans to engage in a brand sponsorship agreement with Elin Woods." But that's Puma, not Tretorn. Puma did say that Elin is "a good brand fit" for Tretorn. Tretorn executives, however, have remained silent about the rumors.
While Tiger's endorsements, including Gillette and Accenture, are dropping in the wake of the scandal, the prospects for Elin Nordegren appear to be bright indeed. Originally known for being a swimsuit model, Elin now has public support and sympathy, and the Stockholm native also has an obvious geographic connection to Tretorn.