Challenge
Hype a legendary footwear company and legendary fitness company’s exclusive fashion collaboration.
Activation
The first thing we did was meet Puma’s marketing and clothing/footwear team at the Mecca of Bodybuilding, Gold’s Gym Venice. Armed with the entire, yet to be released product line, we shot the gear - in action - with some of LA’s fittest.
Then we took the whole line and created a “totally Venice” way to get the product in the hands of the people - we sent a piece of Venice to them. We created custom 4-foot lockers, filled them with the entire new Puma x Gold’s fashion line and shipped them out to the world’s top fitness influencers (and yes, Arnold Schwarzenegger got one too). They did their thing, made and posted their own videos and helped launch one of the fitness industry’s biggest collaborations.