Puma Transforms L.A. Studio into Jamaican Party
To showcase the launch of its Jamaican-inspired FAAS running collection and to fortify its brand equity among Los Angeles celebrities, Puma transformed a raw space at Siren Studios into a 7,100-square-foot Jamaican street fair. With a Rastafarian vibe and island rhythm filling the air, the event created a 360-degree Puma brand experience that focused on Puma-sponsored athlete Usain Bolt.
Guests were encouraged to bring gently worn shoes, which were donated to the nonprofit Soles4Souls. The venue was decorated with large-scale printed canvases of Bolt campaign imagery and Jamaican colors. Grungy, worn-looking sofas and bamboo tables provided rest areas for anyone taking a break from dancing to dj/producer Diplo’s Jamaican-inspired hits. Custom-built wooden food carts served Jamaican fare including meat patties, jerk chicken and plantains. There was a shaved ice station with rum-spiked treats and a coconut machete stand. A video of Bolt running through the streets of Jamaica kicking a soccer ball with young kids was projected on one of the main studio walls, giving guests the feeling that they, too, were walking the streets of Jamaica.
More than 800 guests, including Jamie Foxx and Cee Lo Green, partied with Puma that night, and the event garnered coverage from the Los Angeles Times website, Us Weekly, Yahoo! News and others.