UNITED FOR AFRICA and PUMA

UNITED FOR AFRICA and PUMA announced for this year a joint partnership which, using innovative promotions, will generate donations and raise international awareness for the 30 aid organisations that came together in the concerted campaign UNITED FOR AFRICA.

For the official launch of their cooperation, UNITED FOR AFRICA and PUMA held a joint press-conference in Berlin on April 5 2006. In front of numerous representatives of the press and together with prominent guests, the partners presented their future cooperation and joint involvement for Africa. Complementing the press conference a fashion show displayed the exclusive PUMA-Charity-Collection "United for Africa" which will be available at 10 different locations nationwide, including the PUMA Concept Stores, from 22d of May 2006. From each collection article PUMA will donate a customer-transparent amount to UNITED FOR AFRICA.

At the conference UNITED FOR AFRICA and PUMA also presented another special highlight: the UNITED FOR AFRICA retail entertainment tram. Equipped with special informative and interactive material, and an outlet for the UNITED FOR AFRICA Charity Collection, the trams will run on allocated routes around Berlin from 29th of May to 9th of July, promoting the UNITED FOR AFRICA campaign. Countless events and shows with celebrity artists and sportspersons will take place during this time in both the trams and Berlin's Café Moskau, PUMA's football headquarters during the World Cup, providing the necessary publicity to raise awareness for UNITED FOR AFRICA.

Besides the donations of the Charity Collection other merchandise articles will be sold in aid of UNITED FOR AFRICA, including a limited Charity band, a music CD and a unique "coffee table" book "The African Game": the CD, featuring music from African and Western artists, uniquely mirrors the fusion of African traditions and modern influences. The book, a cooperation between the Nigerian fashion photographer Andrew Dosunmu and the author Knox Robinson, is an affectionate and photographic homage to Africa and football. All articles will be available in PUMA Concept Stores, the trams and Café Moskau. The entire sales revenue for these products will benefit UNITED FOR AFRICA.

UNITED FOR AFRICA and PUMA first announced their cooperation at a press-conference for the African Cup of Nations in January 2006. For PUMA this prominent Football-Tournament on the African continent was something like a home game - eight of the 16 participating teams played in PUMA-jerseys including cup-holder, Egypt. For over ten years now, PUMA has equipped several African football teams including Angola, Ghana, Tunisia, Togo and Côte d'Ivoire.

Fotos: Boris Trenkel

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