The German sportswear brand created a Puma Endorphin Store which prescribed shoppers exercises while also promoting its new LQD CELL trainer.
The initiative, which opened in the Protein Studio in Shoreditch, was created in partnership with Virtue (Vice’s creative agency).
The idea and the pitch to visitors to the shop is to swap ‘calories with endorphins’ in order to place a balanced emphasis on both mental and physical health.
The in-store experience was created with a group of fitness and health experts who prescribed six-minute experiences designed to boost endorphins, adrenaline and dopamine – after being provided with a pair of Puma LQD CELL shoes.
The first exercise, which made use of an immersive light baton forest, was created by Yogahood and Gyal Flex founder Sanchia Legister.
The second experience was co-created with Jahmarl Crick of Blok and it encouraged participants to step on lit-up floor cells creating a fast-paced rhythmic exercise.
The third exercise was co-created with Jason Leggett, a personal trainer at Barry’s Bootcamp, and it took participants through how the BPMs of different music genres can set the pace during exercise.
“This event is about changing people’s perception of fitness; from a tedious chore to a mood enhancing and joyous experience,” said Puma team head of performance marketing Jodie Sayer.
“By the end of their visit, guests will understand the importance of getting moving and releasing endorphins for their mental and physical wellness.”
Gemma Knox, managing director of Northern Europe at Vitrue, added: “The Puma Endorphin Store gives the familiar an unexpectedly simple twist in a busy London hotspot. With this activation, we’re helping Puma own a unique space in training as well as bring people a unique experience worthy of their time and attention.”
The initiative emerged after insights from the creative agency which found young generations (Millennials and GenZ) are increasingly seeking and training in new ways and that self-expression is key to everything they do.
Comment:
Interactive pop-ups and experiences are increasingly being tied into sports apparel launches to give the products a real-world resonance and a bump in the press and social media.
Last month, Puma launched a permanent flagship retail outlet in New York which it marketed with an inventive, geolocated targeting campaign (see case study).
Links:
Puma
https://www.instagram.com/puma/
Virtue (Vice’s creative agency)
https://www.virtueworldwide.com/
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