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Sportlifestyle brand PUMA partners with DJ Hero
Oct '09
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.

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.


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