Puma and Droga5 promise a more playful breed of mobile phone

Posted on Thu Mar 25 2010

Puma

Fashion sure has evolved. It's not enough to wear the latest sneakers or sunglasses anymore. Cell phones have become a fashion statement, too. There's the Lamborghini phone, the Prada phone and now the Puma phone. The latter is expected to launch in 10 days, according to PumaPhone.com, which houses an interactive slideshow and informational videos on the device. Puma claims it has created the "first mobile phone dedicated to encouraging an active life outside of the phone." According to the apparel company, its phone will use the latest 3G cellular technology, but also have a "playful" side, featuring applications like "icon messaging, sarcastic calculator, scratching turntable [and] easy peasy video calls." Droga5, the agency behind the Puma-phone campaign, says more than 500,000 units have been pre-ordered. Doesn't seem like a bad start, considering the overly crowded mobile phone market.

—Posted by Elena Malykhina

Puma does its part by getting people to strip when the Dow tanks

Posted on Mon Sep 14 2009

Hey, naysayers, here's one positive thing to come out of the recession: the Puma Index. As this video from the Droga5 shows, when the market goes down, Puma will brighten your day by having a model (male or female) remove some of his or her clothes at TheIndex.Puma.com or on the companion iPhone app. Of course, when the market goes up, they start putting the clothes back on. The models don't appear to go all the way, and since the market's actually been mostly on the rise this year, you may see more bundling up than you'd like. But maybe if those businessmen had this app in 1929, they wouldn't have been so quick to leap out of their office windows.

—Posted by Todd Wasserman

Puma getting happy feet for an upcoming dance battle fantasy

Posted on Fri Apr 10 2009

Puma

What do you get when you cross the WWE with Dance Fever and throw in a little Pokemon for good measure? Why, it's the Legion of Extraordinary Dancers. And sport-lifestyle brand Puma will be the debut footwear sponsor of the dance battle fantasy property from choreographer Jon M. Chu (Step Up 2: The Streets) that will soon invade all media. The only thing that could be better is the project I'm currently shopping, which is titled Every Which Way But Footloose.
  "Puma is a lifestyle brand [that] hosts dance battles—they have a solid position in the dance space, so it's a natural segue with them," says Shannon Pruitt, svp of sponsorship and integrated marketing for Agility Studios, which is completing the first round of 10 weekly Web chapters of LXD, which will debut on a yet-to-be-announced Web site in May or June. As the official footwear sponsor, Puma gets partner rights to the title and all extensions, which could include live events, wireless, instructional video, film, TV, licensing and merchandising.
  In the Web series, Puma will shod dancer characters with its sneakers, mostly its new 917 model, which is available in low- and high-top versions with a variety of uppers at Puma Concept Stores, store.puma.com and other retail outlets. Puma will also be written into the chapters' plotlines, which will explore the origins of the dance battle characters, Shannon says. Got room for an orangutan who just wants to boogie?

—Posted by Becky Ebenkamp

Segway realizing most people are lazy and just want to sit down

Posted on Tue Apr 7 2009

Segwaypuma copy

The Segway scooter was a cool idea, but it's big downside was that people had to actually stand up on it—something fewer Americans are willing and/or able to do nowadays. This prototype of a new Segway vehicle, then, is much more promising. It's the P.U.M.A. (Personal Urban Mobility & Accessibility) prototype, and it's designed to provide efficient urban transport for people who don't want their utter laziness compromised. (General Motors is also involved in the P.U.M.A., but that doesn't necessarily mean it's doomed.) If Segway can convince people that these things are actually safe to drive, the company could reclaim its once-shining reputation as an innovator in transportation. At least until Kevin James takes the P.U.M.A. for a spin.

—Posted by Tim Nudd

UPDATE: The only people who'd be understandably miffed about P.U.M.A. at this early stage are the folks at Puma, the athletic footwear company. "It's an acronym, so they're probably protected," says Antonio Bertone, CMO at Puma, who adds that he's gotten "about 7,000" e-mails about the new Segway vehicle. Bertone didn't know how seriously Puma's management will take P.U.M.A., but he did point out an interesting overlap: Michael Taylor, Segway's director of product marketing, used to work at Puma. Taylor could not be reached for comment. —Todd Wasserman 


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