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The Puma Social Club Tour - Lacy Maxwell Experiential
CLIENT(S)

Puma

LOCATION

45+ US locations

EVENT DATE

Spring 2011 to Fall 2012

GUEST COUNT

Tons

We brought to life Puma’s campaign celebrating the “after-hours athlete”….. This is the athlete who is coming home at 5 am, not leaving the house for a run. The athlete for whom swapping a phone number is a victory and winning a game of ping pong makes their day!

In NYC and LA, we took over hip retail locations and created pop-up clubs with an approachable design and unbelievable programming every night. We began with events consisting of 30 days of programming in one location hosting parties, press events, concerts, friendly competitions, and lots of activities bringing the brand to life. The program was such a huge success we expanded into 12 events and started a licensing deal with Lucky Strike to have “Puma Social Clubs” within six properties. However, 12 events and six properties weren’t enough to meet demands so we hit the road with a mobile tour on what was over 12 months of an unforgettable ride through two festival seasons.

And that was just the beginning.