Connecting runners to the essence of the city.

As part of Puma’s global Go Wild campaign, we created an immersive brand experience for the running division, launched as the first European activation in Barcelona. The ambition was to go beyond visibility and build a meaningful connection between runners, the city, and the product.

Leading a multidisciplinary team across strategy, media, ideation, and production, we brought the concept to life through a pop-up hub in La Barceloneta, the city’s running epicentre. The activation was supported by OOH and radio, and fuelled by content designed for both social and on-site engagement. The result: a true meeting point for Barcelona’s running community, and a powerful launch moment that firmly positioned the new Puma Nitro at the top of runners’ minds.