Consumer work was previously handled by Ketchum under its Ketchum Life brand, before being taken in-house last year.
Shine director Julia Newton heads the account, reporting to Puma international marketing manager (communications) Lisa Beachy, who is based in the US.
'The primary brief is soccerwear in the run-up to the World Cup. We'll also be working on tasks ahead of the Commonwealth Games,' said Newton.
Newton has hired account director Anthony Kayne from Cohn & Wolfe to work on the account.
Shine is initially tasked with driving sales of the Cameroon football team shirt in the UK. The skintight, sleeveless shirts have caused controversy over their design, which is said to prevent shirt-tugging.
The hunt for UK support follows the appointment of US-based agency Lime Communications with a remit to co-ordinate the firm's global agencies (PRWeek, 22 February). Prior to realigning its PR function, Puma used a selection of localised agencies.
Puma's Carnaby Street store will be used as a boutique-style showcase for its latest products. Puma already has retail outlets in New York and Japan.