Puma and Sagem have launched in Milan the first Puma phone across Europe. (Prices vary per territory.) Sporting a range of application and features, Puma hopes to have created the must-have accessory of the season.

The new smartphone is designed to be as environmentally friendly as possible. It features an integrated solar cell panel that harnesses the power of the sun, in line with the brand’s own commitment to sustainability and carbon footprint reduction. One hour of sunshine will provide power for 1-1/2 hours of MP3 play, or enough energy to send about 30 text messages. The phone’s packaging also is environmentally friendly, made from recycled cardboard and newspaper and kept to a minimum so the box itself serves as a handle.

“Just as Puma is unlike any other sportlifestyle company out there, the Puma Phone is unlike any mobile phone on the market,” said Jochen Zeitz, CEO of Puma. “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, the Puma Phone reflects the joy, spontaneity and individuality that the Puma brand is known for.”

Completely custom-designed from the inside out, Puma Phone offers messaging, Internet features, and a number of sport-related applications to help everyone from runners to housewives on the go. A GPS tracker allows users to check the speed and distance they’ve run, cycled or skied, while the touchscreen allows for stopwatch-like accuracy. Users also will be able to access and download the Live Sport News app for free through the Puma World portal, an online interactive universe with multimedia content exclusively from Puma.com, as well as Puma apps, and Puma products through mobile commerce providers.