PUMA Phone Roars Into Life

PUMA and Sagem Wireless Unveil New Connected Lifestyle Device and Services PUMA PHONE to Hit Market in April 2010

BARCELONA, February 16 - PUMA AG and Sagem Wireless unveiled today at the Mobile World Congress
the much anticipated PUMA PHONE. The PUMA PHONE is not like all those other
phones; its design, from on-board features and technology to unique user
interface to connected services reflects the DNA of the PUMA's brand.
Completely custom designed from the inside out, the PUMA PHONE is an uber
friendly device engineered to facilitate and encourage an active way of life
both digitally and physically.

(Photo:
www.newscom.com/cgi-bin/prnh/20100216/377816 )

"Just as PUMA is unlike any other sportlifestyle company out there, the
PUMA PHONE is unlike any mobile phone on the market," said Jochen Zeitz, CEO
of PUMA. "We want to engage with our community in a way that is consistent
with everything PUMA stands for. Blending together the influences of sport,
lifestyle and fashion, the PUMA PHONE reflects the joy, spontaneity and
individuality that the PUMA brand is known for."

The PUMA PHONE is an active smartphone. Beyond internet, messaging, and
gps localization capabilities, solar charging, video calling and Bluetooth
photo sharing are all designed to make the device engaging and responding to
consumers requirements. The spin and scratch music player and integrated
radio make the device a connected companion. Designed around an active
lifestyle, its sleek shape factor makes it a wearable fashion accessory.

Users will be guaranteed access to the PUMA WORLD in a click. A
carousel-based menu on the device will allow an easy navigation through
multimedia contents, enabling PUMA to aggregate rich media content services
into a single intuitive and entertaining mobile user experience. Users will
be able to interact with multimedia content from puma.com, download PUMA
applications, and access PUMA products through mCommerce services. These
connected services also enable mobile operators to create and access new
channels for reaching niche communities with highly customised products and
services that drive data usage.

Thierry Buffenoir, CEO, Sagem Wireless commented; "With PUMA engaged in
projects such as the United Nation's Environment Programme, values such as
sustainability are at the core of everything it does. From the very first
concepts for the PUMA PHONE therefore, it was clear that we would need to
marry a unique user experience with real technology innovation to design and
develop a device that delivered on the PUMA promise. Using the device to
directly connect with the PUMA community through services such as live sports
feeds and mCommerce, the PUMA PHONE delivers not only a rich PUMA experience,
but uses technology such as integrated solar cells to deliver it in a way
that is completely consistent with PUMA's values."

The PUMA PHONE will be available through mobile network operators across
greater Europe and on PUMA online store from April 2010, with international
markets following.

    Key features of the PUMA PHONE include:

    - Integrated solar cell, with charge indicator
    - Touchscreen: 2.8 inch thumbable screen with 240 x 320 QVGA resolution
      and TFT wide viewing angle
    - Camera: 3.2 megapixel camera with LED flash and x6 zoom; Bluetooth
      photo sharing
    - Video: VGA video call camera; full screen video playback, with video
      recording and streaming and progressive video download
    - Music: wide range of music formats with playlist support and FM radio
    - Localisation: GPS, compass, geotagging, routing and mapping
    - Sports: pedometer, GPS tracker and stopwatch
    - Internet: Open internet browsing, with WAP Push
    - Messaging: Mobile email client and mobile web mail notification;
      instant messaging; MMS and SMS
    - HSPA and W-CDMA/EDGE/GPRS/GSM connectivity; Bluetooth; USB 2.0
    - Talk time up to 5 hours with 350 hours stand-by time; video call time
      140 minutes; music player time 24 hours; video player time 5 hours
    - Tablet form factor; 115g weight and dimensions of 102mm x 56mm x 13mm

About PUMA

PUMA is one of the world's leading sportlifestyle companies that designs
and develops footwear, apparel and accessories. It is committed to working in
ways that contribute to the world by supporting Creativity, SAFE
Sustainability and Peace, and by staying true to the values of being Fair,
Honest, Positive and Creative in decisions made and actions taken. PUMA
starts in Sport and ends in Fashion. Its Sport Performance and Lifestyle
labels include categories such as Football, Running, Motorsports, Golf and
Sailing. The Black label features collaborations with renowned designers such
as Alexander McQueen, Mihara Yasuhiro and Sergio Rossi. The PUMA Group owns
the brands PUMA, Tretorn and Hussein Chalayan. The company, which was founded
in 1948, distributes its products in more than 120 countries, employs more
than 9,000 people worldwide and has headquarters in Herzogenaurach/Germany,
Boston, London and Hong Kong. For more information, please visit
www.puma.com

About Sagem Wireless

Sagem Wireless provides customised connected lifestyle devices and
services to leading consumer lifestyle brands and mobile network operators
worldwide. Using technology innovation and customer insight as strategic
tools in the product design process, Sagem Wireless develops a range of
connected lifestyle devices personalised to the specific needs of different
customer segments. With industry leading technology partners and its own R&D
centres based in Europe and Asia, Sagem Wireless offers pre-requisite
manufacturing expertise intrinsic to the product design process that relies
on both flexibility and the highest level of quality to assure successful
entry into new and existing markets. For more information, visit:
www.sagemwireless.com

Photo:
www.newscom.com/cgi-bin/prnh/20100216/377816

Media Enquiries: PUMA AG, Clara Mattioli, Tel: +49-9 13-28-13-023, Email: clara.mattioli at puma.com; Sagem Wireless: UK Media: Matt Ball, AxiCom (for Sagem Wireless), Tel: +44-20-8392-4077, Email: sagem at axicom.com: French Media: Laure Bilhere, Cohn & Wolfe (for Sagem Wireless), Email: laure.bilhere at cohnwolfe.com