China: US$100M for Bolt

sigh…
PUMA’s marketing strategy seeks to establish the brand as an icon that
extends its lead in the Sportlifestyle market.The key to achieving this
position is to maintain a culturally relevant message that connects with
our consumers despite a cluttered media environment.

from http://about.puma.com/downloads/figdtoveh5dmtpkr.pdf

and it appears the email address of the guy that wrote that book is r.peters@petersmedia.de so you can email him and let him know he was wrong