PUMA launches the Nature of Performance in 2013 / PUMA Celebrates A Year Of Innovation With Groundbreaking Performance Product Introductions & New Campaign Launch (BILD)

Herzogenaurach (ots) -

2013 signals a pioneering year for PUMA, as the global
sportlifestyle brand re-energizes its performance positioning through
the introduction of a new cross-category performance platform-The
Nature of Performance. The Nature of Performance underpins a new
creative and marketing campaign, in addition to serving as the
inspiration for a collection of innovative new products in the
Football, Running, Training and Fitness categories.

PUMA's Nature of Performance platform is a red thread that unifies
all of PUMA's performance categories with a consistent voice, look
and feel. Grounded in nature and the athlete's innate desire to
perform at their best level, The Nature of Performance takes us on a
journey that is at once personal and universal. Through it, we come
to understand certain campaign insights:

- The Nature of PUMA Football: Whether it's in your nature to be
power hungry, a glutton for speed or a control freak, PUMA
builds inspired products to amplify you and your team's
instincts.
- The Nature of PUMA Running: It's in our nature to disrupt the
monotony of running. It's making a routine run feel fresh again,
and it's in our nature to get you out the door.

Similar insights have been developed for PUMA Golf, PUMA Training,
PUMA Fitness and PUMA Ecosphere and will feature in the creative
executions for each.

Created in collaboration with advertising partner Droga5, the
Nature of Performance campaign for ATL and BTL features the product
as hero in each treatment, with a minimalist deconstructed "set"
using a simple gray background, exposed staging and technical
features, and athletes in motion showcasing the 'epic moment' of
athletics. Stylistically new for PUMA, the Nature of Performance
creative is designed to evoke a visceral reaction and tap into our
nature as performance athletes.

PUMA also partnered with video production house Juliet Zulu to
develop a series of technical films and TVCs for The Nature of
Performance that will roll out online, by category, beginning in
February 2013.

"With The Nature of Performance, we've found our own unique voice
within the performance space," said Filip Trulsson, Director of
International Marketing at PUMA SE. "The platform works across all of
our sport categories and offers a compelling and effective way to
convey pinnacle performance PUMA products and the user experiences at
its most natural state."

The Nature of Performance platform launch coincides with a series
of innovative new product introductions in Spring/Summer 2013,
including ground-breaking footwear and apparel styles for Running and
Training.

PUMA Mobium Elite is a first generation PUMA Adaptive Running(TM)
shoe that's built on a system of interdependent technologies that are
proprietary to PUMA. The patent-pending technologies of the Mobium
Bands, the Windlass Chassis and the Expansion Pods work together
allowing the shoe to expand and contract as the foot naturally does
through the gait cycle. PUMA has identified this new category of
running-Adaptive Running-after two years of intense biomechanical
research, development and testing. PUMA Mobium Elite encourages a
more natural movement and efficient stride.

Grounded in the principle of athletic taping in which strips of
fabric are placed directly onto an athlete's skin in specific
patterns, PUMA's latest range of training tights, shorts and tops
goes one step further with PUMA tape built directly into the
garments. During workouts, the innovative garments are designed to
work with the body, helping maximize muscle power. PUMA ACTV fuses
the benefits of compression technology with athletic taping in order
to create an easy-to-use performance offering. With PUMA ACTV,
elasticized silicone tape strategically placed on the inside of the
garments mimics an athlete's muscle patterns and provides micro-
massage in specific areas. PUMA ACTV has this week been given the
sports industry quality seal and has been awarded the ISPO Gold Award
in the performance segment Compression Apparel category.

PUMA RCVR is designed to help maximize recovery post workout.
PUMA RCVR fuses the recovery benefits of targeted advanced
compression with athletic taping to help work with the body's natural
systems and support the most fatigued muscles.

Together, PUMA Mobium, PUMA ACTV and PUMA RCVR offer a window into
the next generation of performance products and serve as statement
pieces within the overall Nature of Performance platform.

In addition to innovative new product introductions, PUMA is also
introducing for 2013 a unique naming and labeling concept designed to
make it easy for consumers to identify which products best fit their
performance needs. The PUMA CELL system consists of 14 CELL names,
each of which corresponds to a specific key performance
benefit--dryCELL for moisture management, visiCELL for increased
visibility and powerCELL for compression, to name a few. PUMA CELL
is a proprietary system the brand has developed to ensure product
benefits are clearly communicated and identifiable to the consumer.

For more information on PUMA's Nature of Performance and all of
the product and campaign details, visit www.puma.com. The full media
tool kit including images and B-Roll can be downloaded from
www.thenewsmarket.com/puma.

Media Contact:
Sara Gottman, Head of International PR, PUMA SE
Email: sara.gottman@puma.com
Mobile: +1 978 996 4441 Office: +1 617 488 2981