Puma is running a pan-European online advertising campaign to promote its Velocity boot (v1.06). The online effort is strictly connected with above-the-line ads inspired to the African Nations Cup. Rich media ads using Eyeblaster technology are currently running in the UK, Germany, France and The Netherlands while in Norway and Sweden more traditional formats have been preferred.
Brand Republic explains the campaign targets men aged 17-24 taking them to a personalized website which aims at generating viral buzz.
Actually, after watching the pumafootball site, I realize the idea isn't very original. See, for example, this campaign by Electronic Arts.