Puma is acting for the first time as one of the main sponsors of the European Athletic Championships, alongside Intersport and a host of other non-sports brands, to enhance its visibility in the running category. The company is outfitting a total of about 3,000 volunteers during this year’s event, held in Gothenburg, Sweden, between Aug. 7 and Aug. 13. Among other marketing initiatives around the event, Puma has launched a special EURO 2006 collection in Sweden’s national colors of yellow and blue.