PUMA X JD Sports: RS-X Launch


PUMA, JD Sports


Manchester, London, Paris


Strategy, Creative & Delivery of 360 campaign including: OOH Activation, Microsite, Giveaway, OOH Media, Launch Zone, Window Campaign, Digital Strategy, Prototyping, Production & Installation

Strategy & Creative Direction

Welcome to the revolution of self-expression! An epic collaboration with PUMA and JD Sports to celebrate the latest drop of the future-retro RS-X silhouette. The shoe made waves when it launched in 2018, celebrated for its disruptive design, fresh material mixes, and bold colours. Now, it returns for a new generation of consumers who live to express their individuality. Tapping into the feeling of self-expression, we developed a fresh creative direction that provided a dynamic platform for unlocking new perspectives with PUMA and JD Sports as the facilitators. We brought this to life with a 360 campaign that maximised brand awareness across physical, digital and social channels to drive increased traffic to JD Sports retail (online & offline) while elevating and positioning PUMA as the go-to brand.

Create Content, Unlock Prizes: OOH Activation

A unique and mesmerising experience located within key shopping centres invited customers to step inside the World of RS-X - a futuristic and artful space that doubled as a content studio designed to empower emerging UGC creators and spark creativity. Holographic fans featuring campaign content and scans of the new RS-X silhouette further enhanced the interaction while putting the brand and product front and centre. An exclusive giveaway offered PUMA fans the chance to go behind the scenes with a coveted spot on the brands’ influencer seeding list (all the latest footwear drops free for one year) and an invite to the RS-X launch party in Paris up for grabs.

The brand activation is housed inside a custom built geometric dome finished with LED profiles, mirror vinyls and dichroic film. Inside, this created an infinite mirror zone that offered new perspectives from every direction and subtly evolved throughout the day as the light filtered in. Outside, it creates an impactful and intriguing structure that hints at the experience within.

A bullet-time GIF camera rig allowed visitors to capture professional content for social media in this unique space. Visitors could download their content and enter the giveaway via the QR code printed on each polaroid souvenir. Consumers were invited to become part of the campaign by sharing the GIF to social media for a chance to be featured on PUMA's channels .

Discovery & Purchase Intent: Launch Zone & Window

A launch zone takeover inside key stores brought new perspectives to JD Sports shoppers with a unique mirror structure that provided a fresh look at the latest RS-X silhouette using bold angled reflections, holograms and campaign content. For those that missed the OOH activation, an interactive screen let visitors enter the giveaway to win tickets to the RS-X launch in Paris.

Outside, a futuristic window campaign featured product displayed on LED infinity podiums, set in front of large-scale hero shots of D-Block Europe and Mahalia wearing the newest RS-X drops. Around the edges of the window, acutely angled mirrors created a reflective rebound effect, offering a fresh perspective on the window and its surroundings.

Footfall & Awareness: OOH Media

Around the shopping malls a combination of digital and ambient OOH advertising was used to raise awareness of the launch, while driving footfall to the experience and JD Sports stores. On social, local PUMA brand ambassadors drove the narrative by tapping into the TikTok ‘City Guide’ trend to share their own experiences of their home city with the journey ending inside their local JD Sports store.

A Celebration of Self-Expression: Paris Launch Event

To mark the launch in the French capital, PUMA and JD Sports hosted an epic night of self expression celebrating Paris and its vibrant culture, with exclusive performances from D-Block Europe, Ocevne and Le Juiice. During the event, visitors could step inside the campaign at the OOH activation and get close and personal with the product at the launch zone.

Prototyping, Production & Execution

In addition to the creative strategy and design, we handled the prototyping, production and execution of all campaign elements:

  • OOH Activation, Launch Zone & Windows: Prototyping, production & installation across multiple European locations.
  • Microsite, Content Creation & Download, Giveaway Entries: Digital strategy, customer journey, design and build.
  • OOH Media & Digital Screens: Content creation, media buying and custom QR codes.
  • RS-X Paris Launch Party: Installation, build and management of OOH Activation and Launch Zone at the event.