To bridge the gap between the younger generation and literature classics, PUMA interprets the Nunnery Scene from Shakespeare’s Hamlet with street dance moves. The piece is part of the “Puma Dance Dictionary” project by Grey London and filmmaker Daniel Wolfe, launched in 2013 to prove that the language of moves can render the meaning of traditional words.

PUMA launches a totally new cross-category platform, which includes marketing campaign as well as innovative additions to the brand’s major product categories, Football, Running, Training, Golf and Fitness. The name of the new platform is “The Nature of Performance,” and it is designed to tie the brand’s performance categories even closer using one distinct approach, “a consistent voice, look and feel,” writes the company in the press note.

The iconic sportswear brand and automobile manufacturer, PUMA and MINI, finally unveil their collection, announced back in July. The new range, inspired by the urban life and travelling as well as the native land of the auto brand, UK, includes six luggage solutions, a wallet, and three casual shoe styles. The MINI by PUMA collection “masterfully combines urban lifestyle with sports fashion,” says MINI, adding that “the appeal lies in the mix of a clear design language and intelligent functionality.”

PUMA has decided to find an answer to an eternal question many people would like to know—whether soccer fans love their team more than their wives and girlfriends. In collaboration with Droga5 and Bristol University researchers, the sports apparel brand did a study based on information from Newcastle United fans. Before the test began, the male fans had told researchers that their love to both their wives and their teams was equal.