Puma is designing an urban fashion range of outdoor wear inspired by Formula One and the World Rally Championship (WRC), to be rolled out across Europe.
The launch, scheduled for February, marks the brand's first foray into performance clothing, a sector dominated by The North Face and Berghaus.
The range, named Ouninpohja, after the toughest stage of the WRC in Finland, will include jackets, trousers and footwear. In the UK, it will be stocked through an exclusive deal with all:sports.
Ouninpohja will be supported by a pan-European television campaign created by Gyro, as well as press ads, digital creative and in-store material.
Further promotional exposure will come from Puma's sponsorship of the Ford Rally team and of the WRC, which sees all officials and crew wear Puma clothing.
David Learmonth, marketing director for Puma UK & Ireland, said: 'This represents an extension of Puma's more traditional sportswear positioning. It combines performance with sport lifestyle, targeting the outerwear marketplace with added style.'
From: http://www.brandrepublic.com/
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