The sneaker has been co-designed by NBA superstar and Rookie of the Year LaMelo Ball and will be supported by an OOH campaign that features augmented reality (AR) experiences.
These will be placed on JCDecaux digital bus shelters in New York City and laser projections in Charlotte, North Carolina, and executed by National Experiential.
The experience will allow consumers to take photos and create personalised content for sharing on social media.
“We saw this as an opportunity to push the boundaries of OOH by marrying smart media planning and creative execution to achieve a meaningful connection between PUMA and consumers,” says Enza Chiodi, senior vice president of client strategy for Talon America.
“This interactive campaign creates a memorable moment that drives the type of consumer emotion and behavioural response that Puma is seeking.”
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