PUMA pERFORMANCE SS20
TYPE / EXPERIENTIAL
DATE / FEB 2020
Working with global full-service creative agency 160over90 to create an event that offered cross-European influencers and athletes the chance to create innovative and dynamic content to celebrate the launch of the Zone XT and LQDCELL Hydra with Puma Ambassador Lewis Hamilton.
Sport Science Agency created a laboratory-style area for attendees to have their resting heart rate measured, maximum heart rate calculated and bespoke training zones created for each influencer. Using these training zones, each influencer then took part in a workout in the Puma HIIT Cube that was bespoke to them.
What wAS achieved
30
influencers across six territories
459
bespoke instagram stories
486+k
total engagement (static posts)
THE LAB
The Puma Performance Lab was set up into two sections. A laboratory-style area where each individual learned more about their own fitness through an investigation of their resting heart rate, maximum heart rate and heart rate range. Using these metrics along with the age and gender of each individual, bespoke heart rate zones were created for each influencer.
Once the data had been captured for each individual, they were able to move on to the PUMA HIIT Cube experience where they were put through a bespoke workout which took them through the different heart rate zones as defined in the laboratory area.
In the PUMA HIIT Cube, the athletes’ heart rate was projected onto the cube as they exercised, showing how they had progressed through the different training zones during the session.
results
The content created in the PUMA Performance Lab had a global reach with 30 influencers engaged from six European territories. The influencers created 507 social posts and 459 bespoke Instagram stories. 94% of posts included puma branding and/or tagging.