Puma is looking to add more glamour to its brand.

The fashion athletic company said it would open a new office dedicated to entertainment marketing in Los Angeles next month. The West Coast office will be geared at increasing the company's partnerships and product interaction with music and film celebrities.

Puma, Westford, Mass., will also add a few roles to fill out the new offices. It has tapped Ryan Babenzien as the head of U.S. marketing operations; Babenzien was formerly the business development and strategy consultant for Oddcast, New York. Ryan Ayanian, who previously worked as a consultant for marketing firm Antenna, Ontario, Canada, has been brought onboard as music marketing manager. Ed Choi, who joined Puma in 2006 following a stint at ID Agency, Manhattan Beach, Calif., has been named entertainment marketing manager.

For Barney Waters, vp, marketing at Puma North America, the new L.A. office is a move to go "fish where the fish are," though he did note that the......