Puma Ignite Launch

The Concept

Bring the world’s fastest man – Usain Bolt – to Times Square, the epicenter of the world, and officially reveal IGNITE – the worldwide launch of a new shoe concept featuring groundbreaking technology.

The Result

Consumers trialed the new sneakers on custom branded treadmills to harness the energy of IGNITE. The energy harnessed was projected on a custom designed, curved LED screen as the energy meter climbed to 100%. Usain Bolt appeared at that moment and was lifted high above the crowd for the reveal moment which featured custom designed PUMA brand content on five of Times Square’s largest digital billboards. Pyrotechnics and Cyro flared as Usain presided over this unbelievable scene to reveal IGNITE. PUMA brand folks and select industry press celebrated with a reception high above Times Square following the successful launch.

The Numbers

Minutes of running
Digital Billboards
Pairs of IGNITE sneakers