PUMA HIIT Lab

The Challenge

Build a content capture event that offered European creators and athletes the chance to create innovative and dynamic content to celebrate the launch of the Zone XT and LQDCELL Hydra performance shoes and apparel with Lewis Hamilton. The design of the shoes were inspired by the the natural variation of heart rate during exercise.


The Solution

Lewis Hamilton joined athletes and content creators from across Europe to put the Zone XT and LQDCELL Hydra to the test in the PUMA HIIT Cube.

Sports scientists in the PUMA Performance Lab gathered live data measuring athlete and content creators resting and maximum heart rates to build a bespoke work-out delivered in the PUMA HIIT Cube.

The PUMA HIIT Cube was a custom built interactive digital experience that visualised the cardiac intensity of the workout on the participant. Each participant had their own workout playlist curated by a DJ to match the rhythm of their heart rate during exercise.

Hooked up to a heart rate monitor, the PUMA HIIT Cube reacted visually as our influencers sweated their way to the uncomfortable zone, the point of physical intensity where you deliver optimum output.

The content capture event was supported with earned media interviews placed with key lifestyle European media partners including Men's Health, L'Equipe and ES Magazine.

Results

  • 30 macro creators and athletes hosted across six territories
  • Over 500 social posts generated, driving 487,000 social engagements
  • 94% of posts included all requested PUMA messaging
  • Five European fitness and lifestyle earned media interviews including Men's Health (UK, France and Germany), L'Equipe and ES Magazine
30 INFLUENCERS
FROM SIX EUROPEAN TERRITORIES EXPERIENCED THE PUMA HIIT CUBE
500+
BESPOKE SOCIAL POSTS WENT OUT LIVE FROM THE EVENT
1.6 MILLION VIEWS AND OVER 500K+
ORGANIC VIEWS AND ENGAGEMENTS

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PUMA HIIT Lab

We invited Europe’s most engaged content creators & athletes including Lewis Hamilton to enjoy an interactive workout in the PUMA Performance HIIT Lab. The experience visualised the cardiac intensity of the workout re-creating the irregular rhythm of heart rate during exercise.

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160over90

lfigueira@160over90.com