Puma Runs With Arnold

BOSTON Puma has hired two units of Havas’ Arnold to help raise its profile among serious runners.

The divisions next week launch a mobile marketing effort labeled “Road Trip.”

The North American branch of the German athletic footwear and apparel marketer tapped Magnet Communications and Arnold Brand Promotions, both in Boston, to handle its public relations and promotional marketing duties surrounding the effort.

“We chose [Arnold] because they had a combination of brand promotions and public relations under one roof,” said Barney Waters, Puma’s director of marketing in Westford, Mass. “They obviously had experience in the type of tour we were looking to execute.”

“Road Trip” kicks off at the Rock ‘n’ Roll Marathon in San Diego. The event will run through the summer and features a Hummer H2 pulling an interactive trailer, complete with treadmill and video screen to evaluate a runner’s gate in order to determine which Puma running shoe is appropriate.

Magnet Communications will support “Road Trip” with media relations as well as promote relationships the company has with various athletes, including the recently signed Johnny Damon of the Boston Red Sox, according to John Isaf, senior vice president and general manager of Magnet.

Gyro, Philadelphia, handles advertising for the client. Last year Puma spent $4 million on advertising, per TNS Media Intelligence/CMR.