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PUMA announces 'Africa Unity Experience'

18 May '10
5 min read

The Algeria Football Federation, the fourth PUMA Africa team that qualified for World Cup(TM), will not be present for the Africa Unity Experience, as their training will take place May 31-June 4 in Herzogenaurach Germany, the location of PUMA's world headquarters. PUMA will recognize the Desert Foxes in absentia during the Africa Unity Experience with customized retail promotions, a consumer contest, dedicated music performances by Algerian artists during the May 28th concert and pre-recorded fan messages delivered by members of the football squad that will air during the Africa Unity Exhibition Game.

The football teams participating in the Africa Unity Experience will sport PUMA's Africa Unity Kit, the world's first continental football kit that was launched in January 2010 and designed to be worn as a third uniform by PUMA's 13 sponsored African football teams in the run-up to World Cup. To commemorate the Africa Unity Experience and honour PUMA's heritage in African football, the sportlifestyle company has launched a series of companion Unity products which are available to consumers. A portion of the profits from the sale of the Unity products will be allocated to programs that support biodiversity in Africa, via UNEP's 2010 International Year of Biodiversity and the 'Play For Life' partnership. Replica Unity jerseys will be available online and at retail worldwide beginning May 15th. PUMA Unity t-shirts and shoe "lacelets" designed by artist Kehinde Wiley are also part of the product pack.

In a bid to curb the unprecedented loss of the world's species due to human activity - at a rate some experts put at 1,000 times the natural progression - the United Nations has marked 2010 as the International Year of Biodiversity. Africa alone is home to some one quarter of the world's 4,700 mammal species and eight of the world's 34 biodiversity hotspots are on the continent. But Africa is now facing a massive loss of biodiversity as habitats are becoming threatened by human activity, putting many species in danger of extinction.

PUMA AG

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