Puma international have embarked on an ambitious campaign for 2008 on their running front, launching a collection called Runway, with a pinnacle scheduled for the Beijing Olympics later this year. Last night was a pitch at the South African retailers, to buy into the drive and partner in the vision that will change the image of running forever.
(Pre-drinks to a sunset across Joburg from a view at Four Ways)
Although the evening’s focus was on some stiff collared sales executives, with a more conservative feel, in true Puma style, the venue was still too trendy, the music too loud, the lights too bright, and the Puma appeal too irresistible. Raynard Tissink and myself were asked to share our 2cents worth on the technical side of our running experience with Puma, there were some other Puma celebrities, some agents in Joburg, a publisher or two, the retailers and the Puma contingent. An odd mix, when you have an Afrikaner from Bloemfontein alongside the dreadlocked best break dancer in Africa…
(Pre at Kyoto and function next door at the VIP Tokyo Sky club)
The Olympics starts on the 08/08/08 at 8:08:08, and Puma’s focus is the running track, with 8lanes. So the entire collection has the 8lane theme woven through everything, from belts, to shoes, to dresses, to spikes. Its an ultimately impressive campaign, with a big ask, but I wouldnt bet against them.
(Browsing new 2008 Puma running shoe models, with training kit manuals as references – and a majito)
It was truly a fantastic privilege to speak on behalf of Puma, a first for me. I’ve been blown away by the shoes, and I’ve run in most of the Complete Running range. The Phasis, Tenos, Prevail, Magnetist, Eutopia, Infinitus and more, mostly as a result of trialing pre-release edition shoes, to complete a R&D form to send to head quarters in Germany. I could see some tweaks made to the shoes last night in fact, small alterations from the pre-release models. And in this context I’ve been moved by Puma’s pursuit of not only the best looking shoes, but to be the most technically sound as well.
(Bar counter a cat walk track for models wearing the entire 2008 Puma running range, training, racing, podium wear)
Within the range, there are slight differences to each of the major countries outfits sponsored by Puma. The two main track and field signings are Jamaica and Sweden, and Morocco as well. The Jamaican Bobsled team will hopefully dominate and showcase the brand in the sprint disciplines, Sweden equally so with the high jump, shot put, etc, and Morocco in the middle distance events.
The collection is complete, with outfits to walk into the stadium of light with at the opening ceremony, to warm-up and race gear of every kind, and then finally capped off with stylish podium kit. For example, a tracksuit top that looks like a tailor made, fitted blazer, yet fully technical with breathable materials.
(An example of a podium dress, with the 8lane running theme flowing through all)
(Raynard Tissink – a South African hero in my eyes – multiple Ironman winner)
You wont miss it. You cant miss it. Nor will the other projected 4billion viewers of the Olympics.The Runway Collection is too bold, too visual, too Puma for that. Its fashion. Its running. Its Puma.
