PUMA x MERCEDES AG
OLYMPICS / FASTER+
PUMA’s fastest,lightest and most propulsive track and field spike to date.
Client
Puma
Market
Global
Line Of Business
Running / Faster+
Snapshot
Virtual Event, Strategic Partnership
Puma Running, in collaboration with Mercedes AG Petronas F1, relied on Industria Creative to introduce global media to its new Faster+ track shoe, PUMA’s fastest, lightest and most propulsive track and field spike to date, for the 2021 Summer Olympics in Tokyo.
Utilizing a clean, custom proprietary platform design, Industria invited media attendees from APAC, EMEA and the Americas to our virtual environment. On the microsite, attendees could review media materials in the press room, download executive and athlete bios and join the live mainstage presentation featuring an exclusive product unveiling. Erin Longin, PUMA’s Global Director of its Run/Train Business Unit, in addition to the lead engineering team at Mercedes AMG Petronas F1—as well as PUMA ELITE Track and Field athletes—discussed the development, timeline and benefits of the partnership and product.
Industria Creative seamlessly connected the host, Wales-based Olympian Colin Jackson, with the Mercedes AMG Petronas F1 team in London, England and the Puma U.S. headquarters in Boston. We also brought together PUMA athlete Karsten Warholm, his coach Leif Olav Alnes, Armand “Mondo” Duplantis, Ajla Del Ponte and Yaroslava Mahuchikh, each located across three other cities in Europe.
Our virtual experience was highlighted by an interactive product discovery room, and the result was an interactive and truly global “edu-tainment” celebration of self-love. With attendees spanning 32 countries across 97 cities, we realized an impressive 90% retention rate among thousands of visitors garnering hundreds of millions of impressions.
We were able to allow media attendees to submit questions to our panel during the event, providing back-end support to receive, evaluate, approve and ultimately provide inquiries to our host in real time. Subsequently, we provided content for PUMA’s social channels, including their YouTube channel, allowing for broader reach while sharing information with non-live attendees.