Today, Puma announced an extension of their relationship with Activision for the game True Crime: New York City. For Puma's part, they have designed a True Crime shoe, "drawing inspiration from the city of New York." In the True Crime: New York City game itself, there's a mission that invovles finding Puma sneakers to unlock a Puma outfit.
"To commemorate our second partnership with Activision, we created a unique sneaker mission within the True Crime: New York City game and also made a special edition shoe. In the True Crime game, the player must locate the special edition sneakers and return them to sneaker stores. In real life players can buy the exact shoe from those same New York City stores," said Barney Waters, Vice President of Puma North America. "We wanted our inclusion in the game to add some value to the gamer and be somewhat authentic, rather than just pasting our logo over everything."
"We are excited to continue our partnership with Puma and believe that our unique collaboration allows both of us to extend our products' reach and exposure through each other's distribution channels," said Dave Anderson, senior director of Business Development and Licensing, Activision. "The unprecedented limited edition True Crime sneaker illustrates the pervasiveness of videogames in popular culture today."