The shoes are on sale at two stores in upscale Buenos Aires neighborhoods, Mr. Churba's own boutique and a Puma Concept Store. Mr. Churba is spearheading promotion of the shoes, which he launched during a runway show that kicked off Buenos Aires Fashion Week and was attended by local celebrities, fashion journalists and buyers from department stores like London's Selfridges and Mexico City's Palacio de Hierro. Athletes ran up and down the runway wearing the fish-skin sneakers. The designer is expected to take the shoes to more fashion shows, building word-of-mouth buzz and media coverage, including the glossy celebrity and fashion magazines Caras and Hola bought by its target consumer. "If sales take off, we will consider a wider effort" both in expanding the company's range of fish-skin products and marketing them elsewhere, said Ezequiel de Olazabal, Puma's marketing manager in Argentina.