Sagem to make Puma phone

Sports brand Puma has signed a license agreement with ODM manufacturer Sagem to produce a branded mobile phone in Q2 2010 prior to the football World Cup.

Puma aims to move into new categories that complement its range of footwear, apparel and accessories.

The handset is said to "embrace both sport and style with features, functions, and design that reflect the DNA of the PUMA brand and encourage usage of data and commerce services".

Sagem chief executive Thierry Buffenoir said: "The Puma 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 Puma phone will be sold through telecom retail channels and in Puma stores.