Puma has partnered with CyberSports to incorporate its sportswear products and branding into upcoming soccer MMOG Football Superstars, according to a report from UK advertising news site Brand Republic.

Due for late 2008, Football Superstars is a virtual world for football fans seeking to live a "top footballer's lifestyle." Football SuperStars enables players to recreate themselves as persistent footballer avatars and play matches in 3, 5, 7, and 11-man teams. All players on the pitch, with the exception of goalkeepers, are controlled by humans, giving both teams freedom to develop their own strategies and play styles.

With the deal, players in the MMO will be able to explore a virtual version of Puma's Carnaby Street concept store in London to purchase branded clothes and buy Puma's v.108 Speed Boot for their avatars.

Football Superstars will also have a branded virtual training academy where players can train their characters. In addition to featuring Puma footballs, Puma pitch side advertising hoardings, a Puma pitch logo, and a video wall, both the Academy's trainer and the players will be wearing Puma uniforms.

Said Cybersports business development head Andy Law: "We are delighted to be working with a globally recognised football brand such as Puma. They are leading the way by providing footballers with everything they need to succeed on the pitch and now they will be doing the same on the virtual pitches of Football Superstars. With a brand like Puma interactively involved we further blur the divide between reality and our virtual world."