Puma x Warehouse Gym: WORK SHOP
When brands collide. To activate the commercial partnership between global sports-lifestyle brand PUMA and Warehouse Gym, we created a regional first pop-up retail concept: The WORK SHOP, a ‘burn and earn’ store where cash wasn’t accepted. The only currency was effort.
Rooted in a combination of challenge, tangible rewards and collaboration, The WORK SHOP invited gym-goers to break a sweat and convert burned calories into currency. Each calorie burned earned a ‘ PUMA Coin’, which could be used to ‘buy’ PUMA products and Warehouse Gym rewards.
The activation kicked off with a media night where influential fitness personalities showcased the experience, creating viral cross-channel content – supporting the social campaign across owned socials. We built anticipation through paid and earned digital media with branded content and amplified live coverage, bolstered by a wide-reaching PR campaign and a full-scale internal comms plan, through WHG channels.
Over 72 hours, the WORK SHOP saw over 600+ participants, who collectively torched a remarkable 200,00+ kcals, acquiring a substantial stash of PUMA coin that granted them exclusive rewards, including a signed Al Hilal shirt, an all-expenses-paid trip for two to the Al Hilal vs. Al Nassr match, and a one-year membership for Warehouse Gym Al Quoz, as well as the latest apparel, accessories and sneakers from PUMA.
Results: