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Finish Line and Puma Launch Shop-in-Shops

Puma is making a play for a larger share of the athletic market. The German footwear and apparel brand is partnering with The Finish Line to launch Puma edge at Finish Line, an enhanced shopping experience focused on Puma’s product offerings.

The concept will roll out in ten Finish Line retail locations across the country and online this month. It will be supported by several digital and social media initiatives, including e-mail marketing with a mobile focus, and blog and website placements.

“We are incredibly thrilled to share this exciting partnership opportunity between Finish Line and Puma with our customers,” said Jeff Morrell, Finish Line senior vice president and general merchandise manager, in a statement. “We believe that the Puma edge will heighten the customer experience by bringing together the edge of sport and style with unique and distinctive products.”

Finish Line and Puma plan to host three VIP events in Philadelphia, Atlanta and California to spotlight the launch. Style and sport influencers for both Finish Line and Puma located in those areas to attend and receive a first look of the shops.

Finish Line is no stranger to shop-in-shop retail concepts. The athletic retailer has shops in Macy’s department stores across the country.