Regional - Sports and lifestyle brand Puma is running a 'bright and colourful' campaign across Asia to promote its spring-summer collection.

Titled 'Bright and Colourful Future', the campaign features Taiwan-based hip-hop group Da Mouth - also known as the Asian Black Eyed Peas.

Christoph Peter-Isenbuerger, Puma's Asia Pacific head of marketing, said the group was chosen "as a perfect partner to translate Puma's DNA of colourful, joyful and energetic through distinctive and fresh imagery".

The campaign launched last week in China, Taiwan, Singapore and Malaysia, and will hit Hong Kong in early March. It will run for about six weeks in each market.

Planned and bought through ZenithOptimedia with creative direction by Cavid Communications, the campaign aims to engage a young market through TV, outdoor, cinema, online and print ads.

"Our bold communications will incorporate a whole range of innovations incluing online and in-bar karaoke contests, mobile and social network games, and an array of special production techniques to showcase the colourful nature of the imagery," said Gary Wise, communications planning director of ZenithOptimedia.

He added that consumer involvement is one of the key objectives of the campaign. A microsite has already been launched, where visitors can record their own singing and enter a karaoke contest.