PUMA - Motorsport Activation

Taking the fast lane with PUMA! 

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PUMA came to us with a mission: to create a one-of-a-kind, personalised experience that would captivate every racing fan who visited their Chadstone store. We designed, produced and installed show-stopping displays that delivered the thrill of a race. The activation helped contribute to the brand’s most successful motorsport campaign periods to date.

Dashing created two window displays to attract people walking past, which included vibrant colours, suspended neon lights and impactful lightboxes. We added Brushed Silver Vinyl on the central in-store activation zones and imitated ‘tyre marks’ within the design on our textured floor decals to give them a race track vibe. Four landing zones dedicated to Mercedes, Ferrari, Porsche, and BMW were strategically placed to showcase PUMA’s latest motorsport range and create an immersive shopping experience.

The campaign was carried out in three phases:

#1 – Our Dashers delivered and installed the main campaign concept, with window displays combined with in-store activations highlighting Ferrari, Mercedes, Porsche and BMW collections

#2 – PUMA sponsored Alfa Romeo F1 Team driver Valtteri Bottas, so we installed personalised windows and in-store displays for an event day with him at the store. The activation included a dedicated gallery wall, where they presented the driver’s race suit and helmet.

#3 – In the final phase, our team removed the event day elements and reinstalled the Motorsport theme for the remaining campaign time.

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