Step inside the Skill Cube for a 1-2-1, personalised training session with your sporting idol - an industry first, multi-sensory, immersive digital experience designed and installed in the new 5th Avenue flagship store – as part of our on-going partnership with PUMA.
The Brief:
To create a fun, authentic experience that facilitates product trial and drives footwear sales – this was the fundamental objective. But how do you go about creating a unique and memorable flagship experience worthy of New York City, that not only delivers on authenticity and credibility, but also resonates with PUMA’s ‘Generation Hustle’ target audience? Through behavioural research and keen customer insight, we defined a creative platform that would help raise the game!
The Insight:
Hyper-connected and existing against a backdrop of fake news, we established that the ‘Gen Hustle’ customer (a section within the Gen-Z cohort) had inherently developed an ingrained necessity for sincerity and authenticity from the things the product and brands they choose to interact with.
Deep diving into PUMA’s important Teamsport and Training categories to understand their emotional impulses, physical aspirations and experience expectations. We found across both customer personas, that although heavily influenced by their sporting hero’s, away from idolisation, elite athletes provided fuel and inspiration for this audience to carve their own path and define their own sport style.
Using this to guide our human-design principles, our creative platform ‘idols brought to earth’, we took global PUMA’s brand ambassadors Lewis Hamilton, Antoine Griezmann and Romelu Lukaku, and placed them at the heart of the experience – positioning them as virtual training buddies, as opposed to elite and inaccessible celebrities. The Skill Cube was born.
Firm in the believe that tech’s primary function is to facilitate great human experiences, we chose to remove all unnecessary barriers that might stand in the wa
