It scored when Jadeveon Clowney -- a defensive lineman from the University of South Carolina who recently signed an endorsement deal with Puma -- was selected first overall by the Houston Texans. Clowney should boost Puma's profile in the U.S.
Clowney joins current NFL players Julian Edelman (New England Patriots), Jamaal Charles (Kansas City Chiefs), and Cordarrelle Patterson (Minnesota Vikings) who have endorsement deals with Puma. The company famously dropped Aaron Hernandez, after he was arrested on murder charges.
Clowney told Disney's (DIS) ESPN, "I just want to be a part of something different. Why not change it up?" Clowney was also sought by Nike (NKE) and others. The player also has deals with Procter & Gamble's (PG) Gillette unit, New Era and Wilson.
Nike got its share of draft prospects. The company has deals with Johnny Manziel, Blake Bortles, and Teddy Bridgewater, three quarterbacks drafted in the first round.
The company is the official sponsor of the NFL and sees its logo on every jersey sold. Clowney will have to wear a Nike jersey during his games this season.
Adidas (ADDRY) has a deal with Sammy Watkins, the Clemson wide receiver who was taken fourth overall by the Buffalo Bills after the night's biggest trade.
Under Armour (UA) has several draft prospects, but comes in as the loser with no big name players.
Puma is one several companies owned by Kering, formerly known as PPR. The French luxury-good and sports-brand company has been trying to rebuild Puma, the second biggest sporting-goods company in Europe. Kering owns 84% of Puma; the rest is traded as a public company.