PUMA announced a unique new partnership with Activision, Inc. Making a foray into the world of video games, PUMA has signed on to take part in the highly anticipated mission-based driving and action game, True Crime: Streets of L.A. As part of the relationship, PUMA has signed on to “outfit” various characters in the game, including the game's star Nick Kang, with its latest Fall 2003 collections.
“Video gaming is a phenomenon with a diverse appeal. From the skate kids, to the hipsters and fashionistas, gaming is the common denominator to a widespread audience, and a distinctive medium for PUMA to utilize to interact with consumers,” said Barney Waters, Marketing Director for PUMA North America. “Activision's True Crime: Streets of L.A. is going to be a massive hit and was the obvious and choice for us to partner with.”
PUMA is showcased in various avenues throughout the game. Selections of the latest fall 2003 apparel and footwear collections will be featured on Kang and other non-player game characters. Additionally, True Crime: Streets of L.A. features more than 240 square miles of a digitally depicted Los Angeles, including Santa Monica's 3rd Street Promenade, which is home to the PUMA store and the sight of a virtual shoot out where Kang poignantly exclaims, “rioting for footwear, only in L.A….” Billboards displaying PUMA retail advertisements are dispersed throughout the virtual city where players are sent on various missions including the heist of a truck filled with counterfeit PUMA gear.
“The Puma brand is well aligned with the urban lifestyle portrayed in True Crime: Streets of L.A.,” states Dave Anderson, director of licensing and business development for Activision. “We are very excited to partner with Puma on what we believe will be one of the hottest titles for this holiday season.”
Fans can get exclusive pre-release access to True Crime: Streets of L.A. in a special kiosk at the PUMA Flagship store in Santa Monica prior to the games release. Scheduled to hit stores on November 5, 2003, True Crime: Streets of L.A. will be available at select retailers and PUMA stores nationwide. Activision and PUMA will celebrate their new partnership at the launch of True Crime: Streets of L.A. at a private party on November 4th.
