2/27/2004

Puma, that purveyor of uber-trendy athletic shoes, is up against the same problem faced by all trendy brands: How to stay on the cutting edge when your products go mainstream. Puma plans to emulate Apple and Porsche -- brands that have kept their street cred -- by creating new, funky products, rolling out an edgy marketing campaign, and limiting the distribution of their latest products to keep the buzz going.

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