PUMA teams up with JCDecaux for Treadmillboard

PUMA has created an out-of-home campaign using a treadmill linked to JCDecaux's Young and Jackson billboard to celebrate the launch of its NITRO running range.

Located opposite Flinders Street station in Melbourne, PUMA took over a space directly underneath the billboard.

People were invited to trial the NITRO range on a treadmill and their reactions were captured. Once they had trialed the shoes and given their feedback, they were taken outside to be surprised by Australian athlete Nedd Brockmann and their own faces and reactions up in lights on the big screen. 

Developed and managed by PUMA’s creative agency Bursty, with media managed by Havas, the bespoke ‘Treadmillboard’ captured the live content and was then shared across PUMA and Nedd’s social channels.   

Brockman first made headlines in 2022 after running 4000kms across Australia from Perth’s Cottesloe Beach to Sydney’s Bondi Beach, whilst raising millions of dollars for homeless charity Mobilise.  

PUMA Oceania’s director of marketing, Neysa Goh, said the company knows experiencing product is the best way to convert customers.

"Combining product trial, with the surprise of meeting Nedd Brockmann and seeing yourself on one of the most iconic billboards in Melbourne, is a great way to engage with customers on a new level, and create a memorable and shareable moment,” said Goh.

JCDecaux's sales director for VIC, Kristian Muhllechner, said partnering with PUMA and Brockman to bring their NITRO range to life is a great example of how out-of-home can create memorable, real-world experiences.

"The combination of product trial, digital engagement, and the iconic location, showcases the unique impact this medium can deliver," said Muhllechner.