Puma rolls out regional leg of shoe promotion

According to a spokesperson for ZenithOptimedia, the campaign features the Jamaican sprinter Usain Bolt, and is designed to showcase the product’s “extreme lightness”. It will include station fixtures, street and fitness centre product trials, a magazine cover wrap and digital executions encouraging consumers to propel the product across the screen using a microphone.

The German sportswear brand’s Asia-Pacific head of marketing, Christoph Peter-Isenberger, described the shoe as offering “innovation with a unique ergonomic construction that epitomises lightweight running”.

The initiative will target consumers in China, Taiwan, Korea and Singapore over the coming two months.