PUMA’s campaign to enjoy the experience of running in Shanghai


PUMA Run My Way allows visitors simply enjoy their surroundings and the experience of running. In the company’s biggest Chinese installation project to date, Run My Way distances itself from other running experiences by celebrating the joy of running at any pace. Located on a busy Shanghai square, passersby can enter a custom-made pavilion and step on a treadmill surrounded by floor-to-ceiling screens. After customising their own puma avatar and running soundtrack through facial- and motion-tracking software, visitors can walk, jog or run to power their puma through three virtual environments. Combining eye-catching architecture with 3D modelling, we built both the physical and virtual experience to fashion a forward-thinking campaign. Ad agency MediaMonks with illustrator director Edouard Relou was the brain behind this campaign.