Scottish singer-songwriter Paolo Nutini is to be the face of an international multi-media marketing campaign for Puma, through a partnership struck between Warner Music U.K. and the footwear giant.

Nutini will appear in Puma's new "Sportlifestyle" ad campaign performing "New Shoes," lifted from the artist's hit 2006 debut album, "These Streets."

The six-month project -- a first for Warner Music U.K.'s recently-established Brand Partnerships division -- will be driven by 30-second spots pumped across TV, radio, mobile and online platforms. The campaign will also gain exposure in Puma Concept Stores and through Puma's wholesale partners, with Nutini taking on in-store promotions and live appearances.

The multi-million dollar campaign will start next month in the United States and Japan, before linking-up with audiences in Europe and the rest of Asia.

The branding alliance, explains John Reid, president, Warner Music Europe, is all about unlocking new promotional opportunities for the major and its signings. "As part of the dynamic transformation of our business," Reid says, "we continue to expand the menu of services we offer our artists and seek to establish new ways for them to connect with fans." The deal, he adds, "is an impressive example of how Warner Music Group can offer a comprehensive synch, licensing and brand partnership package that brings brands and bands together in exciting ways."

The partnership has many collaborators, including Nutini's management company Morsecode, his label Atlantic U.K., Warner Music International's Synch & Licensing division and publisher Warner/Chappell Music.

Nutini, who performed at two of last year's biggest music events, the Live Earth spectacular and the Ahmet Ertegun tribute concert, is currently working on his second album.