Puma to launch mobile phone

Puma is to launch a branded mobile phone as part of its diversification strategy.

The sportswear company has partnered with Sagem Wireless to launch the phone next year.

Puma says the agreement is in line with its strategy to expand into new categories that complement its current range of sport and lifestyle footwear, apparel and accessories.

The sport and style-themed phones are being launched ahead of the FIFA 2010 World Cup next year to tap into global interest in the event.

Puma claims the phones will be the first “mobile device completely tailor designed, from the inside out”, adding the design will reflect “the DNA of the PUMA brand”.

The Puma phone will be sold through telecom channels and in Puma stores.

Puma brand ambassadors include England cricketer Andrew Flintoff and sprint star Usain Bolt (pictured).

The sportswear brand recently launched an iPhone application featuring models dressing or stripping in line with peaks and troughs in the stock market.

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