LOS ANGELES — Puma has handed its North American PR business to new communications agency Scenario, the latest move by the sportswear brand to switch up its marketing.

The win comes after Scenario went public with its formation less than a month ago. The agency was created by Ron Hofmann, Steven Wilson and Hayley Antonian, who were colleagues at B|W|R Public Relations — which has previously served as one of Puma’s PR agencies. So have Ogilvy PR and Interpublic Group, both of which have handled the German sportswear brand’s global consumer PR.

The move also furthers Puma’s months-long effort to strike new agency partnerships as part of a more aggressive marketing approach. In October, Puma named Havas Media its new global media agency of record following a review. Havas replaced incumbent agency Blue 449.

Puma's global media spend is roughly $120 million, according to a report in AdAge. Although the company struggled for years, it has recently experienced a turnaround. Early last year, then-owner Kering, the luxury goods conglomerate, spun Puma off to shareholders so it could focus on its portfolio of luxury players like Gucci and Alexander McQueen.