Puma has launched an endorphin pop-up prescribing attendees exercises while also promoting the credentials of its new LQD CELL trainer.
Virtue, Vice's creative agency, created the Puma Endorphin Store, setting up shop in the Protein Studio in Shoreditch. The pitch to attendees is to swap "calories with endorphins" in order to put greater emphasis on mental as well as physical health.
Insights from the creative agency found that the young generation, a target market for the new sneaker, are "training in new ways and self-expression is key to everything they do".
The experience was created with fitness experts who prescribed six-minute experiences designed to boost endorphins, adrenaline and dopamine - after being provided with a pair of Puma LQD CELL shoes.
Sanchia Legister, creator of Yogahood and Gyal Flex, developed the first exercise which made use of "an immersive light baton forest". The second experience was co-created with Jahmarl Crick of Blok. It urged 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 took participants through how the BPMs of different music genres can set the pace during exercise.
Jodie Sayer, team head performance marketing at Puma, said: “This event is about changing people's perception of fitness; from a tedious chore to a mood enhancing and joyous experience. 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.”
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 brought in a new media agency in Havas Media, owned by relationship with Vivendi which also owns Universal Music, with a view to securing top talent for its future ad drives.