On the 16th of February, global sports brand PUMA launched the Singapore rendition of the ‘Run The Streets’ campaign and unveiled the campaign video in conjunction with the official opening of the Bugis+ Forever Faster 2 concept store. Held at the Bugis+ Atrium, the space was transformed into ‘Hit The Streets’, a street-themed experiential zone primed for the convergence of fashion, lifestyle and music.
Introducing the faces of the ‘Run The Streets’ campaign decked in the latest IGNITE Limitless, IGNITE evoKNIT sneakers and sportstyle apparel, dedicated spots around the zone were framed with campaign images featuring global ambassador, The Weeknd, and of course the six local ‘hustlers’, rapper and songwriter ShiGGa Shay, DJ and illustrator Amanda Keisha Ang, graffiti and fine arts artist Ceno2, hawkerpreneur Douglas Ng, crochet and dreads artist Kelly Limerick, and award-winning bartender and urban forager, Vijay Mudaliar.
Hosted by radio presenter Sonia Chew, the exclusive event was packed with back-to- back presentations and performances starting with an introduction of the campaign and unveil of the ‘Run The Streets’ music video and song specially composed by ShiGGa Shay to drive the hustling and persevering spirit of ‘Run The Streets’ to the crowd. The programme kicked off with runway presentation to showcase the latest and freshest from the Spring Summer 17 Sportstyle range. Hip-hop dancers took the stage followed by a contemporary ballet performance featuring dancers in the recently released cross- category women’s range, the PUMA Swan Pack.
Conceptualized as an experiential zone, the space was packed with booths and installations to indulge guests. Out of the six chosen local ambassadors, four were present with Amanda Keisha Ang powering up the space with her DJ set, Douglas Ng serving up signature fishballs, Vijay Mudaliar shaking up specialty Martell cocktails, and Kelly Limerick working her crochet magic on a ‘Run The Streets’ optical illusion piece right at the storefront. In addition to the canapés and drinks served through the space, guests were also treated to freshly prepared pancakes and burgers, and Martell shots for a quick buzz.
Attendees were also seen playing with the photo booth to create their very own #RunTheStreets campaign. Featuring a mock concrete ledge and plastered with a city sky backdrop, the photobooth was designed in a way to allow guests to recreate or replicate the campaign shot featuring The Weeknd. A fun photobooth tagged with a simple giveaway mechanic of having the best photo, three attendees with the best group shot of the night got to walk away with a pair of the newest PUMA IGNITE Limitless each. Coinciding with the campaign launch and store opening, the day also marked the release of the PUMA Suede Heart Reset, a bright and powdery take on the much-sought after silhouette in Pink and Turquoise. Launched first at the Bugis+ store and subsequently at PUMA Vivocity, the PUMA Suede Heart Reset retails at SGD129.
About The ‘Run The Streets’ Singapore Campaign
The ‘Run the Streets’ campaign message speaks to the go-getters who follow their instincts, live and charge towards life at full speed. A series launched across all of PUMA’s global channels to introduce the brand’s new lifestyle and performance incorporated range, the campaign features Grammy award-winning musician, The Weeknd.
On the local front, PUMA Singapore has enlisted six faces of various backgrounds and artistry to champion the message and showcase the collection of lifestyle meets performance apparel. The Singapore edition is driven by the aim to motivate people to live life with an undying thirst for success by embodying the ‘Run the Streets’ spirit – the notion of starting somewhere, staying true to self and always pushing through no matter what. Chosen for being exemplary and owning at what they do in their respective fields, the six local ‘hustlers’ are rapper and songwriter ShiGGa Shay, DJ and illustrator Amanda Keisha Ang, graffiti and fine arts artist Ceno2, hawkerpreneur Douglas Ng, crochet and dreads artist Kelly Limerick, and award-winning bartender, Vijay Mudaliar.