The room fell silent as everyone absorbed the information.
Weber: "See? We're not paying him like Messi now. We can't. But we're betting on him. If he becomes what we think he can become—a successful, marketable star—we'll build his brand with him."
Marco's mother looked concerned. "What if he doesn't meet the milestones? What if he gets injured?"
Executive: "Phase 1 guaranteed regardless. €60,000/year for three years, no matter what. If milestones aren't met, the contract simply ends in 2009. No penalties, no obligations. Marco walks away with €180,000 total and three years of Puma gear. We take the risk."
Krahn: "And if he does meet milestones but wants to leave Puma in 2009?"
Weber: "The escalation is automatic if milestones are met. But—" he paused, "—we're gambling that if we support him now, invest in him, believe in him when Nike and Adidas don't, he should appreciate that. Loyalty works both ways."
Marco spoke for the first time. "You're offering €60,000 now, betting it becomes €250,000 later, hoping it becomes a million eventually?"
"Exactly," Weber said. "We believe in you. Do you believe in yourself?"
Krahn: "We need to discuss this privately."
"Of course. Take fifteen minutes. Conference room next door."
In the adjacent room, the four of them, Krahn, Marco and his parents, sat around a table.
"What do you think, Thomas?" Marco's father asked.
Krahn was reviewing notes. "It's clever. Very clever. They're low-balling now because they can—Marco hasn't proven anything in senior football. But the escalation structure is actually generous if he hits milestones. From what I know so far, they plan to invest in multiple promising youths. They should profit even if a few of them could realise their potential."
"What about Nike and Adidas?" Marco's mother asked.
"Nike offered €30,000/year flat, no escalation. Adidas €40,000. Both are standard youth deals with huge rosters. Marco would be invisible."
Krahn looked at Marco. "Puma is offering less money up front but more potential. And more importantly, attention. They want to build around you."
"What's the catch?" Marco asked.
"The milestones are aggressive. Twenty Bundesliga goal contributions in two years? That means breaking into the first team and dominating. National team call-up? That's competitive. And they're betting you don't transfer, which..." Krahn paused. "If other clubs offers €50 million in two years, can you say no?"
Marco met his agent's eyes. "We have talked about this already. I don't want to leave anytime soon."
"I know. But we're talking about legally binding yourself to that narrative. Puma's entire bet is on your loyalty. If you transfer to Bayern in 2009, you void the escalation clause."
"I'm not going to Bayern. I've told you. I'm staying at Dortmund."
Krahn studied him. "You're absolutely certain?"
"Completely."
"Then this is actually a good deal. €60,000 now is fair for an unproven player. If you break into the first team and get national team call-ups, €250,000 is below market rate for a Bundesliga starter, but the signature line makes up for it. And if you become a star, a million-plus is standard."
Marco's father interjected. "But what if he gets injured? What if he never makes the first team?"
"Then he's earned €180,000 over three years for doing promotional appearances and wearing their boots. That's still good money for an eighteen-year-old." Krahn set down his notes.
"Honestly, this is a smart deal for both sides. Puma gets you cheap now, with upside. You get guaranteed money now, with massive upside if you succeed."
"What do you recommend?" Marco asked.
Krahn smiled. "I recommend you prove them right for believing in you."
The group returned. Weber stood, still maintaining that professional demeanor.
Krahn spoke: "We have questions about the specific language in the escalation clauses, particularly around injury provisions and national team eligibility. But in principle, we're interested."
Weber's face lit up. "Excellent. We can have legal draft detailed terms within 48 hours."
"One more thing," Krahn said. "The promotional appearances—four per year. We need control over scheduling. Marco's priority is football. We won't accept conflicts with training or matches."
"Completely reasonable. We'll build that into the contract."
"And the signature line development—if we reach Phase 2, Marco needs creative input. His name, his brand. We're partners, not just licensors."
Weber nodded. "Agreed. We want his input. It's his brand."
They shook hands around the table.
As they left the building, walking through the Puma campus, Marco's father put a hand on his shoulder.
"That was surreal. They're betting a lot on you."
"I know, Papa."
"Are you sure about the loyalty clause? If you become a star, bigger clubs will offer—"
"I'm sure," Marco interrupted gently. "I know exactly what I'm doing."
And he did. In his previous life, he'd watched players chase money, chase glory, chase logos. He'd seen careers built on transfers and endorsements and image.
But he wanted to be different. This time, he'd build something real. He wanted a legacy. With one brand. The right way.
Puma is betting on me, he thought. Time to make them look brilliant.
Two days later, the contract was finalized. Marco, his parents, and Krahn met with Puma's legal team in Dortmund.
The final terms:
PUMA PARTNERSHIP AGREEMENT - MARCO REUS
#Phase 1 (2007-2009):
-€60,000 annually (€180,000 total)
-Puma Youth Ambassador designation
-Boot and training gear sponsorship
-4 promotional appearances per year (schedule approved by athlete)
-Injury protection: Full payment regardless of playing status
#Phase 2 Escalation (Triggered if by June 2009):
✓ 20+ Bundesliga goal contributions
✓ Germany senior national team call-up
✓ No club transfer during this time
If triggered:
-Contract extends through 2012
-Payment: €250,000/year
-"Reus" signature boot line development begins
15% profit-share on signature products
Co-branding opportunities
#Phase 3 Escalation (Triggered if by June 2013):
✓ Champions League semi final appearance
✓ World Cup squad selection
✓ Golden boot in any of the major tournament
If triggered:
-Payment: €1,000,000+/year (negotiable)
-Full signature line (boots, apparel, equipment)
-25% profit-share on signature products
-Global ambassador role
Marco signed. His parents co-signed (he was still eighteen). Krahn witnessed.
Weber shook Marco's hand firmly. "Welcome to Puma. Let's build something special."
"I am looking forward to it."
Puma announced the partnership with a press conference at their headquarters, but the messaging was different than a typical endorsement. It was the starting of the youth ambassador program, through which they aim to solidify the image as the challenging brand, and to rise to prominence.
A week after signing, Puma's marketing team contacted Krahn.
"We want to do the launch campaign in early July. There will be a photoshoot in Hamburg—we have a studio there. We're pairing Marco with a young model, someone who represents the same fresh, authentic energy. The theme is 'Next Generation.' Young talent, German pride, authentic style."
"Who's the model?" Krahn asked.
"Scarlett Gatzke. She's seventeen, from Essen. She just signed with Elite Model Management. She is not over exposed—Fresh face, natural beauty. This should be a perfect pairing."
Krahn relayed the information to Marco.
Marco shrugged. "Yeah...just a photoshoot. I'll smile for the camera and be done with it."
"Marco, you don't have to be so nervous. They are professionals, and should have dealt with many types of people. You just have to bear with them."
"I am not nervous! It's just that, I am not good in front of camera."
"Just think of it as easy money. Well, easy €60,000."
They laughed.
Neither of them knew that July 12th would change everything.