PUMA Hits the Streets in True Crime: Streets of L.A.; PUMA Forms a Unique Partnership With Activision, Inc

Business Wire, Oct 30, 2003

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WESTFORD, Mass.--(BUSINESS WIRE)--Oct. 30, 2003

PUMA(R) announced today a unique new partnership with Activision, Inc. (Nasdaq: ATVI). Making a foray into the world of video games, PUMA has signed on to take part in the highly anticipated mission-based driving and action game, True Crime(TM): Streets of L.A.(TM) As part of the relationship, PUMA has signed on to "outfit" various characters in the game, including the game's star Nick Kang, with its latest Fall 2003 collections.

"Video gaming is a phenomenon with a diverse appeal. From the skate kids, to the hipsters and fashionistas, gaming is the common denominator to a widespread audience, and a distinctive medium for PUMA to utilize to interact with consumers," said Barney Waters, Marketing Director for PUMA North America. "Activision's True Crime: Streets of L.A. is going to be a massive hit and was the obvious and choice for us to partner with."

PUMA is showcased in various avenues throughout the game. Selections of the latest fall 2003 apparel and footwear collections will be featured on Kang and other non-player game characters. Additionally, True Crime: Streets of L.A. features more than 240 square miles of a digitally depicted Los Angeles, including Santa Monica's 3rd Street Promenade, which is home to the PUMA store and the sight of a virtual shoot out where Kang poignantly exclaims, "rioting for footwear, only in L.A...." Billboards displaying PUMA retail advertisements are dispersed throughout the virtual city where players are sent on various missions including the heist of a truck filled with counterfeit PUMA gear.

"The Puma brand is well aligned with the urban lifestyle portrayed in True Crime: Streets of L.A.," states Dave Anderson, director of licensing and business development for Activision. "We are very excited to partner with Puma on what we believe will be one of the hottest titles for this holiday season."

Fans can get exclusive pre-release access to True Crime: Streets of L.A. in a special kiosk at the PUMA Flagship store in Santa Monica prior to the games release. Scheduled to hit stores on November 5, 2003, True Crime: Streets of L.A. will be available at select retailers and PUMA stores nationwide. Activision and PUMA will celebrate their new partnership at the launch of True Crime: Streets of L.A. at a private party on November 4th.

About Activision

Headquartered in Santa Monica, California, Activision, Inc. is a leading worldwide developer, publisher and distributor of interactive entertainment and leisure products. Founded in 1979, Activision posted net revenues of $864 million for the fiscal year ended March 31, 2003.

Activision maintains operations in the U.S., Canada, the United Kingdom, France, Germany, Japan, Australia, Scandinavia and the Netherlands. More information about Activision and its products can be found on the company's World Wide Web site, which is located at www.activision.com and www.truecrimela.com.

About True Crime Streets of L.A.

In True Crime: Streets of L.A., players assume the role of rogue Elite Operations Division operative Nick Kang, a badass ex-cop, whose brutal reputation and lethal skills have landed him the nasty task of taking down the Chinese Triad and Russian Mafia cartel that has turned the City of Angels into a war zone. Players take part in explosive gun battles with double fisted firepower, devastating martial arts brawls, and high-speed shootouts across 240 square miles of L.A., which has been accurately recreated digitally. The game's unique branching missions include locating hostile witnesses, infiltrating criminal-invested locations, taking out evasive informants and busting the heavily armed and deadly bad guys.

The game features an all-star Hollywood voice cast that includes Christopher Walken, Gary Oldman, Michael Madsen, Russell Wong, Michelle Rodriquez, Ron Perlman, CCH Pounder, James Hong, Mako and Keone Young, and a soundtrack that debuts more than 50 original music tracks performed by such renowned West coast rap artists as Snoop Dogg, Westside Connection (Ice Cube, Mac 10 and WC), Warren G, KAM, Jayo Felony, Boo Yaa Tribe, Easy-E Jr., among others.

The game is being developed by Luxoflux for the PlayStation(R)2 computer entertainment system, the Xbox(R) video game system from Microsoft and the Nintendo GameCube(TM) and has been rated "M" ("Mature" - Blood and Gore, Mature Sexual Themes, Strong Language and Violence) by the ESRB.

PUMA(R) is the global athletic brand that successfully fuses influences from sport, lifestyle and fashion. PUMA's unique industry perspective delivers the unexpected in sportlifestyle footwear, apparel and accessories, through technical innovation and revolutionary design. Established in Herzogenaurach, Germany in 1948, PUMA distributes products in over 80 countries. For further information please visit www.puma.com.