PUMA Social lands in Toronto

To view the Social Media Release, click here: http://smr.newswire.ca/en/puma/puma-social-lands-in-toronto

TORONTO, Feb. 24 /CNW/ - PUMA brings fun and irreverence to the sports sphere once again with the launch of "PUMA Social" a new campaign bringing together after-hours athletes from around the world. Are you a top shooter in foosball? A master at darts? Ping pong sensation? Or a curling wizard? If 5AM cab rides are more your style than 5AM runs, then PUMA Social was made for you. PUMA Social is where fans of old-school diversions can come together online and offline to share in social exchange and friendly competition.

The campaign is hinged by a number of elements including a mood video ( available in multiple languages on a variety of platforms); cheeky in-store adverts; a web and mobile application called Life Scoreboard that allows users to keep a running score on anything and everything they want to turn into a competition; and a PUMA Social website that fuses PUMA-created and user-generated content that is updated dynamically on the site.

The website is designed to make it easy for PUMA Social-ites across the globe to share their own competitive scoreboards, connect with other users and view party pictures and video from PUMA Social Clubs running in cities around the world. Toronto will host the first PUMA Social Club in Canada on Thursday March 10th, 2011 at the Burroughes Building on Queen St West. Other" PUMA Socials" will roll out in Montreal and Vancouver this summer. PUMA pioneers the idea of Sportlifestyle and built the brand on having fun. With the launch of PUMA Social, the brand is honouring groups of friends who know the joy of playing sports at the bar rather than at the gym. The campaign shuns the serious nature of organized sports and celebrates social sports that are timeless and authentic.

The print, online and out of home campaigns will feature groups of friends experiencing the nuanced and hilarious moments that only happen when people get together to play ping pong, sing karaoke or throw darts. The playful spirit of the PUMA brand is conveyed with sayings such as "Here's To The After Hours Athlete", "Here's To The 5am cabs not 5am runs", "Some Marathons End At 6am", "Sometimes Victory Is A Phone Number" and "Scoring Leads To Scoring".

This Friday, February 25th the "Recruit The After Hours Athlete" will take place at the WoolFitt's Art Supplies, 1153 Queen Street West at 9pm. Here, you will have a chance to win a ticket to attend PUMA Social Club by hurdling a life size inflatable Canadian Moose across a finish line.  There will also be a PUMA Poutine Truck co-sponsored with Smokes Poutinerie in the parking lot where foot traffic can pop in for a cheesy snack. 

The PUMA Social Club will launch on March 10th at the Burroughes Building (Queen + Bathurst). 

The PUMA Social Street Car is now running through the downtown core of Toronto. PUMA Canada and Footlocker Canada have joined hands to bring the PUMA Social message to its consumers. PUMA Social is about a distinct lifestyle rather than a specific product. Products that will be incorporated under the PUMA Social theme will be featured in Footlockers across Canada.

So join us in honouring the "After Hours Athlete". For more information about PUMA Social, please visit www.puma.com/social. You can also follow the campaign and events on Facebook at www.facebook.com/puma.

For more information about PUMA Social, please visit www.puma.com/social.  You can also follow the campaign and events on Facebook at www.facebook.com/puma.

/NOTE TO EDITORS: Media Assets accompanying this story are available as follows:

Photo:  http://smr.newswire.ca/media/articles/1114/front_6x4_v2A_R2.jpg

Photo : http://smr.newswire.ca/media/articles/1114/pumadriverside4.jpg

Video: http://www.youtube.com/watch?v=CoxCF1xZ7Pk&feature=player_embedded

SOURCE PUMA

For further information:

Chantal Roy
chantal.roy@puma.com
Phone: 416.481.7862 (2421)
Fax: 905.625.9381

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