PUMA x THE HIGH POINT POP-UP

Objective
Transform the launch of NITRO™ technology into an immersive experience that emotionally connected PUMA with the running community from the heart of Barcelona.

Value Proposition
For 15 days, Barceloneta became the epicenter of European running. The High Point was much more than a pop-up: it was a living, collective, and transmedia space where product, culture, and community came together under the global Go Wild campaign.

Activation
Full production of the space in collaboration with PUMA and Havas Play, featuring dedicated areas for product testing, showroom, and a chill zone.
Daily experiences included:
• Testing of NITRO™ technology running shoes
• Run Clubs with HYROX, Midnight Runners, and more
• After-runs, talks, and meet-ups with elite athletes
• Live content production with media, influencers, and video podcasts

Impact
Over 2,000 visitors, hundreds of product trials, and a large amount of content generated throughout the activation.