At the opening whistle of a 1970 World Cup finals match, Pelé stopped the referee with a last-second request to tie his shoelaces and then knelt down to give millions of television viewers a close-up of his Pumas.

Pelé was complying with a request by Puma’s representative, Hans Henningsen, to raise the company’s profile after receiving $120,000 to wear the shoes

~ Adidas versus Puma: Origins of a rivalry between brothers.