The sportlifestyle company which makes Puma trainers is set to launch a new mobile phone in a bid to complement its footwear, apparel and accessory lines.

Designed in collaboration with Sagem Wireless, the new cell phone is tipped to be a sporty and stylish reflection of the brand as a whole.

Sagem Wireless chief executive officer Thierry Buffenoir said that the phone will be “a milestone in the mobile market as the first mobile device completely tailor designed, from the inside out, with technology and services that improve experience and connect a brand community”.

The new gadget will be available in Puma stores and via telecoms channels in the second quarter of 2010, before the FIFA World Cup.

In related news, the trainers manufacturer recently revealed the efforts it has taken to become more environmentally-friendly, such as making progress in reducing its energy and water consumption by 25 per cent.

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