An eco-friendly, Puma branded phone from Sagem has proved one of the surprise hits of the Mobile World Congress.
Puma has been instrumental in the creation of the phone's operating system, which is bespoke and offers focused fitness tools including a pedometer, GPS route planner and of course a stopwatch.
Puma is also providing its own download service to offer more apps and widgets to people who pick up the phone.
The handset, which is set to go on sale in April, also features a solar panel on the battery cover, a 3.2 megapixel camera, 2.8- inch touchscreen display, GPS and high speed mobile internet access.
Jochen Zeitz, Chief Executive Officer at Puma, said "We want to engage with our community in a way that is consistent with everything Puma stands for.
"Blending together the influences of sport, lifestyle and fashion, this phone reflects the joy, spontaneity and individuality that the Puma brand is known for."
Industry analyst Ben Wood has given the new phone the thumbs-up, claiming that "phone-makers with ageing software platforms on their cheaper devices could learn a thing or two from the Puma phone" and that the interface represents a welcome change from "dated grid menus".