As the summer approaches Africa will be at the centre of the footballing world. United Nations Envirment Program (UNEP) and PUMA are in partnership to bring an important message to millions of fans. The UNEP-PUMA ‘Play for Life campaign supports the International Year of Biodiversity by raising awareness about habitat and species conservation among football fans and the general public during worldwide football events. This will include and international friendly games leading up to the FIFA World Cup 2010 in South Africa. The International Year of Biodiversity (IYB) is a global initiative launched by the United Nations for 2010 to help raise awareness on the importance of biodiversity and to encourage worldwide action to conserve plants and animals and the environments in which they live. The ‘Play for Life’ campaign focuses on Africa, a continent that hosts exceptional biodiversity including two of the five most important wilderness areas on Earth – the Congo Basin, and Miombo-Mopane Woodlands and Savannas of Southern Africa. Nine of the planet’s 35 Biodiversity hotspots, the richest and most threatened reservoirs of plant and animal life on Earth, are also in Africa.
PUMA’s new Africa Unity Kit worn by 12 PUMA sponsored African football national teams has been approved by FIFA as the Official 3rd kit and profits from sales of the replica fanwear will help fund biodiversity programs in Africa. There is a host of other designed accessories to generate additional funds to support biodiversity, including PUMA Unity t-shirts and PUMA Lacelets (collectable shoe laces featuring patterns from world-renowned artist Kehinde Wiley). These products all bear the PUMA Yellow “life” Label, which gives consumers an easy way to identify products that benefit projects supported by PUMAVision, PUMA’s Corporate Social Responsibility Program. A portion of the profits from the Yellow “life” label products will also go to fund the biodiversity programmes.