LONDON, UK | 20 April 2016: Live event and experience agency innovision has teamed up with PUMA to deliver an intimate and immersive media launch for the all-new SS16 Tricks boot and apparel, rooted around the brand’s bold multi-channel ‘Play Loud’ campaign.
The invite-only event took place on the afternoon of Wednesday, 20 April at the Bargehouse – a raw, atmospheric space at the heart of London’s South Bank. innovision provided an end-to-end service, creating an intimate experience through which to immerse small groups of media and football bloggers in the Tricks product and the Play Loud campaign.
On arrival at the four-storey warehouse-style building, invited guests were welcomed by PUMA Brand Ambassadors before being introduced to the Tricks boot for the first time in the product immersion zone. Here they received a speedy briefing session from Product Managers and Thierry Henry himself, who made special appearances throughout the afternoon.
Guests were then led into the players’ Changing Room to be kitted out in their Tricks boots and training line apparel & accessories to complete the 360 collection. Once decked out, they were invited to take to the pitch in three ‘Tricks Arenas’, where they were challenged to complete bespoke football drills testing the speed, power and accuracy of the performance footwear first-hand.
Post-match interviews with Cesc Fabregas, Radamel Falcao and Lothar Matthaüs then wrapped up an action packed programme.
PUMA’s multi-channel ‘Play Loud’ campaign will support the launch of Tricks across all consumer channels and retail environments. Play Loud is about attitude – it means getting noticed, living boldly and playing with style.
Terence Parris, PUMA’s Head of Teamsport Marketing, said: “innovision has delivered yet another excellent event for PUMA, launching our key commercial football boot proposition in 2016, that will be worn by all our statement players in Euro ’16 and Copa America. Having worked with them for five years now, they are our first door to knock on for key global events in the UK and other markets”.
Andrew Douglass, Co-Founder & CEO at innovision, said: “I’m really proud of the innovision team once again playing with style and helping PUMA launch yet another trailblazing campaign”.
Earlier this year, innovision helped to deliver an immersive launch event to unveil the new PUMA x Red Bull Racing Lifestyle collection.
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Event Magazine | In pictures: Puma launches Tricks range with innovision