Interactive running experience from Puma in Shanghai encourages people to ‘Run My Way’

A new campaign from MediaMonks for Puma’s Hybrid Astro shoes is built around an interactive running experience. 

A pop-up pavilion set up at Hua Shi Guang Chang plaza in Shanghai allows potential customers to test out the footwear, transforming them into a customised avatar in a Puma-themed world.

There are three imaginary worlds to choose from including a city, a floating island and a forest. MediaMonks Shanghai executive producer and head of production Sanne Drogtrop said: “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. It’s been great to work with the team on bringing this innovative trialling experience to fruition. It’s a great example of how technology enhances creativity.”

There have been previous campaigns mixing interactive elements and running for Nike. Arguably the most famous of these ‘Unlimited Stadium’ came from BBH Asia-Pacific for Nike in Manila. It involved giving runners the chance to race against their own avatars to beat their personal best lap time.


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