Herzogenaurach (Germany), 19 April 2010 -Today PUMA unveiled a series of advertisements featuring Cameroon footballer Samuel Eto'o. The campaign is part of the 'Play for Life' partnership, which PUMA and the United Nations Environment Programme (UNEP) formed in January of this year to support the 2010 International Year of Biodiversity.
The purpose of the partnership is to raise awareness about habitat and species conservation among football fans and the general public during worldwide football events, including the FIFA World Cup 2010.
The campaign will be seen globally in print, out of home, in-store and on-line and will run through the end of 2010. With 12 African football team sponsorships to its name and a history of innovation with Africa, PUMA is uniquely positioned to help drive this effort with UNEP.
"In 2010, Africa will be at the centre of the footballing world and all eyes will be on the continent," said Jochen Zeitz, Chairman and CEO, PUMA AG. "This is a unique opportunity for the 'Play for Life' campaign and the public service announcements to create a powerful statement to help support biodiversity initiatives in Africa and around the world. Biodiversity and valuing and protecting all life on our planet is a huge issue in Africa. We are proud to partner with UNEP to raise both awareness and funds to help these causes."
Satinder Bindra, UNEP's Director of Communications, said: "2010 is the International Year of Biodiversity. Through this powerful partnership with PUMA, we are reaching out to millions of football fans around the globe to spread the message: we can all do our part to protect our planet's animals, plants, insects and ecosystems."
In keeping with the PUMA brand DNA, the campaign takes on a tongue-and-cheek tone, offering a fresh alternative to the conventional, serious public service announcement format. Samuel Eto'o is pictured in a colorful field filled with flowers, wild animals and rainbows with pithy sayings such as, 'If crocodiles could speak, they'd say "support biodiversity and come swimming. Ignore the swimming part.'; 'I shall stop climate change so season tickets never become ordinary tickets.'; 'For every fallen tree, I will build a new one out of wood.' ; and 'Murphy's law says earth is doomed. Eto'o's law says don't listen to Murphy'. The ad campaign was created by PUMA's lead advertising agency Droga5.
David Droga, Droga5's Creative Chairman added: ""The 'Play for Life' campaign demonstrates you can convey a very important message and be playful at the same time."
To complement the public service announcements, PUMA's key fundraising lever for the 'Play for Life' campaign is the revolutionary new Africa Unity Kit - the world's first 'continental football kit' designed to be worn by all the 12 African football national teams that PUMA sponsors throughout 2010, leading up to the World Cup. By supporting the Africa Unity Kit, African teams are not only uniting as a powerful force in world football, but also raising awareness of the importance of environmental issues.
Additionally, a series of PUMA-UNEP International Year of Biodiversity t-shirts will be available worldwide beginning this spring. A portion of the profits from sales of the replica fanwear for the Unity Kits and the IYB shirts will help fund biodiversity programs in Africa. The sportlifestyle company has a host of other products designed to generate additional funds to support biodiversity, including PUMA Unity t-shirts and PUMA Lacelets, collectable shoe laces featuring patterns from world-renowned artist Kehinde Wiley.
In May of this year, consumers will have a chance to play a part in determining which biodiversity programs benefit from these product sales. PUMA and UNEP are teaming up to launch an online voting application that will allow consumers to cast their vote for their favorite biodiversity cause (among a pre-selected group of species at risk in Africa, such as elephants in Ivory Coast and Liberia; gorillas in Cameroon and Nigeria; lions in Zambia; and rhinos in southern Africa). This viral and social media effort is designed to raise awareness for the 2010 International Year of Biodiversity and make it easy for people to get involved.
Notes to Editors:
PUMA is one of the world's leading sportlifestyle companies that designs and develops footwear, apparel and accessories. It is committed to working in ways that contribute to the world by supporting Creativity, SAFE Sustainability and Peace, and by staying true to the principles of being Fair, Honest, Positive and Creative in decisions made and actions taken. PUMA starts in Sport and ends in Fashion. Its Sport Performance and Lifestyle labels include categories such as Football, Running, Motorsports, Golf and Sailing. Sport Fashion features collaborations with renowned designer labels such as Alexander McQueen, Mihara Yasuhiro and Sergio Rossi. The PUMA Group owns the brands PUMA and Tretorn. The company, which was founded in 1948, distributes its products in more than 120 countries, employs more than 9,000 people worldwide and has headquarters in Herzogenaurach/Germany, Boston, London and Hong Kong. For more information, please visit www.puma.com
The United Nations Environment Programme (UNEP) is the voice for the environment in the UN system. Established in 1972, UNEP's mission is to provide leadership and encourage partnership in caring for the environment by inspiring, informing, and enabling nations and peoples to improve their quality of life without compromising that of future generations. UNEP is an advocate, educator, catalyst and facilitator promoting the wise use of the planet's natural assets for sustainable development. It works with many partners, UN entities, international organizations, national governments, non-governmental organizations, business, industry, the media and civil society. UNEP's work involves providing support for: environmental assessment and reporting; legal and institutional strengthening and environmental policy development; sustainable use and management of natural resources; integration of economic development and environmental protection; and promoting public participation in environmental management.
For more information please contact:
Sara Gottman, International PR, PUMA +617.488.2914, firstname.lastname@example.org
Ulf Santjer, Corporate Communications, PUMA, +49 9132 81 2489, email@example.com
Nick Nuttall, UNEP Spokesperson, + 254 733 632755 / +41 79 596 57 37, e-mail: firstname.lastname@example.org