Staff Reporters
Jul 2, 2019

Puma invites city-goers to run through mythical world

Interactive running experience created by MediaMonks opened in Shanghai's city centre on Monday

Puma invites city-goers to run through mythical world

Puma is inviting city goers to test out its latest running shoes via an interactive game in the middle of one of Shanghai's busiest squares.

The sports brand has teamed up with creative production house MediaMonks to develop a pop-up pavilion in the Chinese city to give the public a chance to test the new Hybrid Astro.

Different from traditional training routines, visitors will get the chance to run through a Puma-inspired mythical world in the form of a customised Puma avatar.

Moving away from leaderboards and power-ups, the experience takes runners through three imaginary virtual worlds — a city, a floating island and a dense forest.

By putting technology front-and-centre of the experience, Puma hopes it will remind consumers of the technologies used in the new shoes, while providing a distinctive and fun experience.

"Puma’s brief focused on the beauty and fun of ‘running your own way’, stripping away the competitive tone of most running campaigns. That freedom led to a truly engaging fantasy world for runners to just enjoy, channeling their run by becoming an ‘actual’ puma," said Sanne Drogtrop, executive producer and head of production at MediaMonks Shanghai.

"It’s been great to work with the Puma team on bringing this innovative trialing experience to fruition! A great example of how technology enhances creativity."

The pop-up experience forms part of Puma’s broader campaign for the new running shoes.

Related Articles

Just Published

1 hour ago

Women to Watch Greater China 2023

Presenting our third iteration of 25 outstanding and inspiring female talents shaping the marketing and communications industry across Greater China.

2 hours ago

Women to Watch Greater China 2023: Zoe Chou, Tencent

As the PR head of the WeChat team, Chou’s work over a decade has built a massive online communication empire for Tencent, not just in China and worldwide.

2 hours ago

Women to Watch Greater China 2023: Sally Ng, Hivestack

With her media foresight, Ng has brought the region’s attention on the full potential of pDOOH and is helping it scale new heights.

2 hours ago

Women to Watch Greater China 2023: Shengdi Ji, ...

Ji works with brands to break out of the circle in the competitive Chinese market, cultivates conscious brands and educates young consumers while building a young marketing team for the agency.