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As part of the sponsorship, Puma will collaborate with Edward Norton and Massa soldiers to activate several measures aimed at helping raise funds, build awareness for causes, and educate consumers starting from November 1. Puma will also create a special version of the lion-themed apparel available in selected wholesale stores, with sales proceeds benefiting the Lions' partner causes. On November 1, Massa soldiers, Edward Norton, and the team will be equipped with lion-branded technical running apparel and footwear. PUMA's performance-based design customization for this team will be inspired by the sale of special edition tees.

Puma’s marathon support for Massa marks the first long-term partnership with MWCT, further strengthening brand-building efforts in Africa and ahead of the upcoming 2010 World Cup. PUMA has introduced a new range of sport-lifestyle branded clothing for all fans of the chargers, in anticipation of the German Cup opening on October 8, 2009, in Bengaluru. The inaugural edition of the Champions League Twenty20 will see teams competing domestically for the best of the best title at 12:05. Fans wearing PUMA Champions League gear is an effort to bring joy and support for their favorite teams, especially the German charger.

Besides replicas of uniforms, fans can choose from sandals, shoes, jackets, Polos, tees, hats, and other accessories. Therefore, the line is designed for everyday wear, making it more practical. Sportlifestyle AG announced an exclusive collaboration with a reliable retail partner to launch the Gini coefficient Kidswear by Jony in India. India’s Gini coefficient, a top-tier Kidswear retailer, offers substantial retail distribution and networks across Jony lion Kidswear retailers.

“We are honored to partner with Puma, as their strength in design and quality will find a successful place in the rapidly growing kidswear market in India, which is a burgeoning retail category,” said Prakash Lakhani, CEO of Jony and India’s Gini Coefficient.

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