Puma Launch Event
Immersed in the future
Context
Puma were launching their latest premier football
boot for 2024. With new Premier League and WSL
players they decided to move the launch to London.
Challenge
To shake up the usual football event by staging a
tournament in central London… in winter. Finding
an indoor space that could cater for 5 aside games,
activations, large screens, press and interview
spaces and best in class catering.
Concept
It’s all about the boot. Every aspect of the event
either showcased the boot, it’s history and features,
or amplified the colours, materials and patterns,
to create a space that immersed guests in a Future
world. Staging it at unexpected venue, more aligned
with art and fashion, created intrigue whilst
elevating the launch. In all, the event strived to be
an eye-catching playground for players, influencers
and press. Our goal, to beat previous launch events,
inspiring Puma to make us a regular fixture.
Walking the history
Guests arrive at the past and walk to the future, through a corridor lined in historic Future football boots. A striking arrangement of LEDs frame the Puma brand to capture the arrival experience.
Social skills
A 360 camera is poised to capture impressive skills, generating content that’s instantly shareable.
Magnified design
Supersized magnifying lenses were suspended in and around the boots, creating a playful showcase that invited guests to make experimental content of the boot and themselves.
Pitch perfect
As the tournament was the key focus of the event,
the design of the pitch was crucial. The pitch had to
feel great under the Puma boot, look great for the
cameras and perform great under the pressure of
particularly competitive football players. With two
different tones of artificial grass we cut a graphic
pitch that heroes the “F” from the Future brand
and made for a unique place to play 5 aside.
Pitch perfect
As the tournament was the key focus of the event,
the design of the pitch was crucial. The pitch had to
feel great under the Puma boot, look great for the
cameras and perform great under the pressure of
particularly competitive football players. With two
different tones of artificial grass we cut a graphic
pitch that heroes the “F” from the Future brand
and made for a unique place to play 5 aside.
I can honestly say this was the best Puma event we have ever put on. This has also been the sentiment of the regions and guests who have attended. Some influencers even said it’s the best football event they have ever been too.
Luke Haidarovic
Puma Lead Marketing
Teamsport Europe & Global PR
A field of reusable truss were connected with
lines of bungee cord to make a tricky time trial.
Demanding fast footwork, showcasing grip.
One box, one hoop and one ball created
varying levels of difficulty in a challenge
that showcased the boot’s grip textures.
A target with pressure sensors registers
the power from every strike. Players vie
for a place on the coveted leaderboard.
Freeplay area to encourage creativity.
A double height floor to ceiling screen
creates a captivating focal point.
The results
The event attracted top players, influencers and numerous press, all generating an impressive amount of content and coverage. An Instagram story from Romeo Beckham earned 20,852 likes, whilst his post with Jorginho Frello and Kai Havertz reached 249,192 likes.
The results
The event attracted top players, influencers and numerous press, all generating an impressive amount of content and coverage. An Instagram story from Romeo Beckham earned 20,852 likes, whilst his post with Jorginho Frello and Kai Havertz reached 249,192 likes.
