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Puma & Xbox
Everywhere you turn these days, Puma is there. The athletic brand landed valuable airtime (again) last month, when its sponsored running star Usain Bolt raced across the track in Berlin and into thousands of news headlines. Then, Puma deepened its commitment to the motor sports market by signing a deal with Microsoft for prime branding placement in the upcoming “Forza Motorsport 3” racing game, set for release on Oct. 27. In addition to a spot in the game, Puma will also host Forza preview nights at its concept stores, release a Forza limited-edition shoe and post exclusive content about the game on Pumamotorsport.com. And further exposure will come through its sponsored driver, Natacha Gachnang, who was chosen by Xbox to be the face of Forza in its pan-European PR tour. Puma, based in Herzogenaurach, Germany, already outfits Gachnang in her FIA Formula Two races and will now provide apparel and accessories to the driver — and all Microsoft staffers — during trade events and conferences promoting the video game.