Life is a bitch but endorphins make it better. That’s good for sports brands and Puma is using it to full advantage by opening the Puma Endorphin Store. The idea comes from Virtue, Vice’s creative agency and its understanding that the young generation is finding newer, more fun ways to train than plodding away in a gym, and that they put self-expression at the centre of everything they do. Focusing on the mood boost of exercise downplays the “tedious chore” idea of exercise, and supporting the fun side of training is part of the LQD Cell trainer’s DNA.
The pop-up store in London’s Shoreditch is being used to introduce Puma’s new LQD Cell trainers, prescribing fun six-minute experiences in the trainers to boost mental and physical health. It has three treatment areas where guests can start their exercise immediately, provided with a pair of Puma LQD Cell shoes.
The first exercise, co-created with Sanchia Legister (Yogahood and Gyal Flex), aims to alleviate stress with a light baton forest. A voice guides guests through breathing experiences and meditation, while they’e bathed in calming colours and ambient surround sound. The second experience, co-created with Jahmarl Crick (Blok), restores the inner balance and alleviate distraction. Guests are guided through fast-paced rhythmic exercise that makes them use their whole body. The third HIIT exercise is co-created with Jason Leggett, a personal trainer at Barry’s Bootcamp. It helps people understand how different music BPMs can help guide a training and shake off lethargy.
Jodie Sayer, team head performance marketing at Puma commented, “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 Virtue Northern Europe, 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.”
Credits
Creative Agency: Virtue Worldwide
Executive Creative Director: Morten Grubak
Creatives: Teo Bachs & Christine M. Smith
Designers: Jacob Ziegler & Sahand Pokar
Strategist: Kris Jalowiecki
Project Manager: Si Ward
Creative Producer: Louis Haines
Experience Design Director: Dave Powell
Media Agency: Loop
Production Company: Scene2
