In 1998, PUMA created PUMA CELL Technology, one of the most durable and resilient stable cushioning technologies of the day. Fast-forward 20 years later, we were tasked with helping the iconic brand celebrate the relaunch of a new and improved version of the sneaker at Hypefest in Brooklyn. We paid tribute to the old and the new, with a half and half experiential takeover; including OG PUMA ads and green retro Mac desktops from the 90’s, and a futuristic lab with fully-functioning robot to show the futurism of their CELL technology. We then took the show on the road and extended it to Detroit and London.
NEW YORK SHOW
DETROIT SHOW
LONDON SHOW
We even got the legendary Brad Hall to do a custom unboxing for the event.
Here is the 90’s spot that inspired the idea.
