This is one of those marketing initiatives that you wish you could take back. The good folks at PUMA had their hearts in the right place when they thought of doing something nice for Borussia Dortmund, who had just lost in the Champions League final, but the timing was not ideal. The last thing that any of the Dortmund players wanted to deal with was a delay in getting back home or someone singing about how they are proud of them, but that is exactly what they got. Check out the looks on each of the players’ faces as they do their best to smile. Note to PUMA, next time maybe at least wait a few days after a big loss.