Puma is sponsoring the Runner’s World magazine iPad application, letting users shop via the footwear giant’s mobile-optimized site within the publication’s application.

When users preview the issue, there is a Puma banner on the top of the screen. In addition, Puma is running full-page ads throughout the magazine.

“We’re providing advertisers a chance to enhance their content and this gives them another opportunity to reach their target audience in innovative and engaging ways,” said Warren Greene, brand editor at Runner’s World, New York.

“The September issue of Runner’s World on the iPad is exclusively sponsored by Puma,” he said.

Runner’s World is part of Rodale Inc. a media company dedicated to the health and wellness of the individual, community and planet.

Puma is a sport lifestyle company that designs and develops footwear, apparel and accessories.

Here is a screen grab of the Puma ad:

Puma ads
When users click on the Puma banner, they are redirected to the retailer’s site where they can shop, browse new collections, view products, download music and watch videos.

Here is a screen grab of the banner:

Consumers can shop the women, men, kids, sports and sale categories, as well as narrow down their choices to new arrivals, best sellers and specific collections.

Here is a screen grab of the Puma site when users are redirected:

In addition to the banner ad, Puma is running interactive ads throughout the magazine.

When users click on the ad, they can watch videos and view slideshows.

Here is a screen grab of the ad:

Additionally, users who purchase the application can view enhanced video – watch reviews of the latest running gear, shoe reviews and follow step-by-step instruction of the latest training regimens.

Users can also view bonus photos.

This is Runner’s World fourth application from the brand and the fourth Rodale title to enter the iPad market.

“The iPad is a different medium so we’re looking forward to reaching the consumer that we might not be able to reach with the print or online product,” Mr. Greene said. “Obviously we want to appeal to our core audience, but also reach new consumers that hadn’t previously been exposed to our content.”

Final Take
Rimma Kats, editorial assistant at Mobile Commerce Daily, New York