BOSTON--Sportswear giant Puma has appointed Slam PR as its global agency partner, following a keenly-contested review.

The Holmes Report understands that the German company selected Slam after considering presentations from at least two other contenders, including incumbent firm Edelman. The agency, which operates as a boutique sibling to Weber Shandwick within Interpublic Group, began working on the brief earlier this year.

Pitches took place late last year at Puma’s US HQ in Boston, focused on a comprehensive range of PR services, including media relations, digital media, crisis comms and event management. It is understood that the global account is worth as much as $900K.

A source involved in the review told the Holmes Report that Puma is aiming to build awareness of its various sports and lifestyle activities, including its endorsement deals with Usain Bolt and Sergio Aguero, and its tie-up with BMW’s Mini marque.

While Puma is not a sponsor of the 2012 Olympics, its relationship with Bolt gives it access to the Games’ biggest potential draw. PR support is also expected to cover such areas as its heavy involvement with football players and teams, and its extensive sponsorship activity in Germany.

The win comes as Slam changes management, with Helena Bloomer promoted to take on MD duties at its London base following the departure of Molly Hooper Aldridge to M&C Saatchi.

A Puma spokesperson declined to comment, as did representatives from Slam.