PUMA® Play For Life

Proceeds from 'The Play For Life' Campaign to Fund Conservation Programs in Africa in Support of the International Year of Biodiversity

Nairobi, Kenya / Herzogenaurach, Germany- (July 16, 2010) - PUMA® and the United Nations Environment Programme (UNEP) announced, Friday, three major conservation projects in Africa as beneficiaries of the 'Play For Life' Campaign, a World Cup inspired partnership to support the 2010 International Year of Biodiversity.

Proceeds generated from the campaign will be donated to beneficiary projects that will help save: African lions in Zambia (The African Lion: King Without A Kingdom Project); elephant populations in the Ivory Coast and Liberia (Support for the Elephants Project); and gorillas in Nigeria's Mbe Mountains (Promoting Community Participation in Gorilla Conservation).

Football fans and the wider public directed the final donations by voting for their favorite cause on FACEBOOK.COM/PUMA and via a UNEP enabled website. Read more

PUMA® and United Nations Environment Programme (UNEP) Launch Public Voting to Support the International Year of Biodiversity - 28 May 2010

The Play for Life campaign by UNEP and PUMA - the sports lifestyle company is using football and African football stars to promote the 2010 International Year of Biodiversity.

It involves twelve African national football teams that PUMA sponsors, including four of the African teams that have qualified for the 2010 FIFA World Cup in South Africa: Algeria, Cameroon, Cote d'Ivoire and Ghana. Cameroon captain Samuel Eto'o is among the African football stars speaking up for biodiversity.

At the Africa Experience Press Conference in Paris on 28 May 2010 PUMA and the United Nations Environment Programme (UNEP) activated an online voting campaign as part of their Play for Life partnership to support the 2010 International Year of Biodiversity. PUMA will enable fans to vote via Facebook for one of six conservation projects to benefit from the Play for Life fundraising efforts. Online voting is scheduled to run through to 11 July.

The three projects with the most votes will receive donations to support their work on the ground in 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.

For more information click here

PUMA Africa Unity Event - 28 May 2010

UNEP and Puma kicked off the 2010 FIFA World Cup in Paris in a series of high impact ‘Africa Unity’ events which generated fan support in advance of the tournament in South Africa as well as raise funds and awareness for the UN 2010 International Year of Biodiversity and the UNEP-Puma ‘Play For Life’ project.

UNEP Officials Theo Oben and Luc Reuter joined Puma CEO Jochen Zeitz, footballers Samuel Eto’o, Didier Drogba, Stephen Appiah and actor Djimon Hounsou at a press conference to launch the ‘Africa Unity Experience,’ highlight the charitable components of the campaign and serve as a send-off for PUMA’s African Football teams as they prepare for World Cup.

This was followed by a fundraiser featuring football stars Samuel Eto’o and Didier Drogba who teamed up with players from Cameroon, Cote d'Ivoire and Ghana in a skills challenge to raise money for the UN 2010 International Year of Biodiversity. They also participated in an exhibition football match, which saw Puma-sponsored Federations take part in a mini match of two 20-minute halves.

The teams wore Puma’s Africa Unity kits and the match also helped raise awareness for the UN 2010 International Year of Biodiversity and the PUMA-UNEP ‘Play For Life’ project.

PUMA and UNEP Launch Public Service Announcement to Support Biodiversity - 23 April 2010

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." read more

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Celebrities lace up and give back at the PUMA Lacelet Lounge at the 2010 Sundance Film Festival - January 22 - 26 2010

The PUMA Lacelet Lounge at THE LIFT made a special appearance at the 2010 Sundance Film Festival.

Between January 22 and 26, celebrities got the opportunity to design and create their own PUMA Lacelets. PUMA Lacelets are collectable shoelaces featuring patterns from world-renowned artist Kehinde Wiley that can be used in the traditional sense or to create a variety of unique designs.

PUMA and United Nations Environment Programme (UNEP) announced the ‘Play for Life’ partnership earlier this month to support the 2010 International Year of Biodiversity by raising awareness about habitat and species conservation and specific initiatives in Africa for 2010. The celebrity designed Lacelets will be auctioned off to support biodiversity programs worldwide, through the help of UNEP. In addition, PUMA will be making a further donation to these programs in the names of those who attended the festival.

See more photos from the Sundance Film Festival

Play for Life Campaign Launch - 6 January 2010

As the whole planet comes together for the World Cup, 2010 will also see football fans around the world unite for the planet’s biodiversity.

The 'Play for Life' campaign by UNEP and PUMA - the Sports Lifestyle Company - will use football and African football stars to promote the 2010 International Year of Biodiversity. It will involve twelve African national football teams that PUMA sponsors, including four of the African teams that have qualified for the 2010 FIFA World Cup in South Africa: Algeria, Cameroon, Cote d'Ivoire and Gabon. Cameroon captain Samuel Eto'o will be among the African football stars speaking up for biodiversity.

PUMA and UNEP unveil The Africa Unity Kit to support the 2010 International Year of Biodiversity. The 12 African football teams that PUMA sponsors will wear this as their third kit in the run-up to the World Cup..
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Through a number of international friendly matches, a Public Service Announcement, the Orange African Cup of Nations in Angola and the FIFA 2010 World Cup in South Africa, the Campaign will raise awareness on biodiversity issues and call on the football fans and the public in general to act to conserve biodiversity. A special football kit, the 'African Unity Kit' which has been endorsed by all 12 countries and approved by FIFA as the official 3rd kit for the World Cup, will be used to raise funds to support conservations projects across Africa.

The Campaign was launched on 6 January in Nairobi by Samuel Eto'o with high-level representatives from UNEP and PUMA. A major highlight of the launch was the unveiling by Eto'o and his teammates of the 'African Unity Kit', which will be the main fundraising tool for the Campaign.