Fashiontribes.com Fashion Blog - Style, Beauty, Luxury Lifestyle & Shopping: FASHIONTRIBES DAILY 5 MIN. PODCAST: Puma Ditches the Lifestyle Look & Gets All Fashion'y in their New Fall Print Ad Campaign. FASHIONTRIBES FASHION BLOG & PODCAST

After backing Italy, the recent World Cup champions, German sportswear giant Puma is on a major roll; sales of their soccer gear are projected to be up 40 % for the first half of 2006. However, in marked contrast to the company's recent spate of lifestyle ads, their upcoming fall print ads have a much more fashion'y look.

The new series of I’m Going ads were shot by A-list fashion photographer Sølve Sundsbø and feature Natasa Vojnovic. The model often appears midair & dramatically lit, on a bike in one shot, a ladder in another, and even leaping through the air – in triplicate - while being sprayed with water. In all, the campaign showcases nine different looks from Puma’s performance sport, lifestyle, sport fashion lines, and new denim collections. "In the ‘I'm Going' campaign, we are thinking brand-wise and mixing different categories and levels of product," Antonio Bertone, global director of brand management for Puma told WWD. "How Puma perceives fashion is what makes us unique. There is that sport-lifestyle element that is inherent to Puma."

The ads will drop in the traditionally phonebook-like September issue of Vogue, as well as Interview, later appearing in W, Lucky, Elle, InStyle and Nylon. No doubt, much of the ongoing appeal of sports gear with fashion flair stems from the music world where, until recently, any rapper worth their style salt rocked a glitzy track-suit ensemble of some sort. While the hip hop A-list is now moving onto a more high fashion look - with guys in suits and the women in designer & couture - the mass market always takes time to adjust. Additionally, many normal folk simply want clothes that multitask – ie. threads that are comfy but look good on out in public, and performance gear that’s not embarrassing to wear to the gym. (via WWD)