From/De: Business Wire via VPO
PUMA® Mixes It Up with DJ Hero™

Sportlifestyle Brand Partners with Activision Publishing Inc.

DJ_Hero_Game_Shot

BOSTON –(Business Wire)– Oct 29, 2009 Sportlifestyle Brand PUMA® teams up with Activision Publishing Inc.’s DJ Hero the latest innovation in music gaming featuring 93 exclusive mixes from the biggest stars in hip hop, R&B, rock, pop and dance and created by some of the greatest DJs of all time. As part of the partnership, PUMA has outfitted seven playable DJ characters in PUMA Archive products.

“Given PUMA’s history in DJ culture this game was the perfect fit,” said Antonio Bertone, PUMA’s Chief Marketing Officer. “Having PUMA’s gear featured in such an innovative game, allows us to interact with our consumers in a whole new way.”

In-store DJ Hero demo stations and displays will be making an appearance in select PUMA Stores across the country this month as well as in key retail partner locations. The PUMA footwear, apparel, and accessories featured in the game will be available for purchase at PUMA Stores and online at puma.com. Consumers are also encouraged to go online to puma.com/djhero to register and receive rewards and special codes to unlock an additional character in the game.

To celebrate the partnership and the launch of the game, PUMA will be hosting a nationwide series of events in November and December featuring DJ performances, DJ Hero game demos, and contests. The events will take place at PUMA stores and at key retail partners including Bodega, Boston; Michael K, NYC; Shoe Biz, San Francisco; Belmont Army Supply, Chicago; Sportie SD, San Diego; VILLA, Philadelphia; Millennium Shoes, LA; and select Nordstrom and Finish Line locations.

PUMA has long been involved in the music world, supporting both up-and-coming and established artists including some of the talent featured in DJ Hero. The brand has also released three editions of 5X12, limited edition box sets of vinyl manufactured and produced entirely by PUMA and distributed to the world’s top DJs. The project was created with the intention of helping cutting-edge record labels promote and market exciting music while contributing something of lasting value to DJ culture. In addition, PUMA has released several limited edition collaboration projects with Yo! MTV Raps and artists including The Thrills, and MSTRKRFT.

This partnership follows other successful video game integrations for the brand with past Activision titles. DJ Hero is available now for most video game platforms and is rated “T” (Teen – Mild Suggestive Themes, Lyrics) by the ESRB. For more information about DJ Hero, please visit djhero.comfacebook.com/djherotwitter.com/djhero and puma.com/djhero.

© 2009 Activision Publishing, Inc. Activision is a registered trademark and DJ Hero is a trademark of Activision Publishing, Inc. All rights reserved.

PUMA

PUMA is one of the world’s leading sportlifestyle companies that designs and develops footwear, apparel and accessories. It is committed to working in ways that contribute to the world by supporting Creativity, SAFE Sustainability and Peace, and by staying true to the values of being Fair, Honest, Positive and Creative in decisions made and actions taken. PUMA starts in Sport and ends in Fashion. Its Sport Performance and Lifestyle labels include categories such as Football, Running, Motorsports, Golf and Sailing. The Black label features collaborations with renowned designers such as Alexander McQueen, Mihara Yasuhiro and Sergio Rossi. The PUMA Group owns the brands PUMA, Tretorn and Hussein Chalayan. The company, which was founded in 1948, distributes its products in more than 120 countries, employs more than 9,000 people worldwide and has headquarters in Herzogenaurach/Germany, Boston, London and Hong Kong. For more information, please visit www.puma.com

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