Held at The Dalston Bunker in east London, the green-themed event aimed to take guests back to the 90s, while at the same time being a nod to the brand’s future.
Two hundred representatives from sport leisure retailers and the media attended the evening that celebrated the latest Trinomic technology and the reissue of its trademark green box.
An exhibition featured product touch points and a perspex triangle containing the shoe, while luminous lighting, projections and sounds were used to immerse visitors in the 90s experience. When Mac Met Cheese produced a 90s menu featuring a selection of burgers and deep-fried Oreos.
Following the exhibition experience, guests were invited to party on Dalston Roofpark with Shy FX featuring an appearance from Ms Dynamite.
Richard Moore, chief executive of Capitalize, said: "Capitalize’s experiential team and in-house production crew were thrilled to have been appointed by Puma to create this brand experience.
"Our choice to stage the event in an underground World War II bunker enhanced the overriding objective of making the event memorable and different for the attending opinion formers and therefore stimulating brand awareness and driving sales."
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