The Beijing Olympics, which begin next week, will serve as the launch pad for many new names, inaugurating sports superstars and superstar sports products alike. If Jochen Zeitz, the chief executive of Puma, has his way, however, the event will also serve a new purpose: providing a fashion moment.

This week in the Chinese capital, Puma is celebrating the debut of its inaugural “It Bag”, the first such attempt to penetrate the trend-driven handbag market on the part of a sportswear company.