FELINE MOVE: Puma, the Kering-owned activewear firm, said it has appointed advertising agency JWT New York as its lead creative agency worldwide, effective immediately.

The company’s previous lead agency was New York-based Droga5.

“Together we’ll craft a more nimble creative structure that will allow us to support all of the company’s sporting and lifestyle categories with a single consumer message and streamlined creative concept across territories,” stated Puma chief executive officer Björn Gulden.

Puma said it intends to capitalize on “culturally relevant sporting moments.” It said the agency would help define its “Forever Faster” strategy before rolling out a new global brand campaign in the second half of 2014.