Puma Takes to the High Seas with Puma Sailing Lifestyle Collection

Photos: Getty Images

Puma rolled out the red carpet on Monday night at the Institute for Contemporary Art in Boston for the unveiling of "Il Mostro," Puma Ocean Racing's new racing boat that will participate in the Volvo Ocean Race. Il Mostro's "godmother" Salma Hayek christened the boat in Boston Harbor with the ceremonial cracking of a champagne bottle across the bow.

The boat is a second generation Volvo Open 70 racing boat and Puma went to great measure to give it a daunting appearance. "We were really trying to be intimidating with this design - a fearful racing machine," said Antonio Bertone, Chief Marketing Officer. "That's why it's called il Mostro - the monster. We wanted the reaction to be 'No way, look at that thing!' and I think we accomplished that."

In addition to joining the race, Puma launched the Sailing Lifestyle Collection, a full line of apparel, footwear and accessories beginning May 2008, available at sailing specialty stores and select PUMA Concept Stores.

The Volvo Ocean Race is a 10-month, 37,000 mile race around the globe. And trust me when I say that being locked up on a boat with this crew for 10 months wouldn't be such a bad thing. -- SETH HOWARD