New campaign revealed for Puma and Warehouse Gym’s partnership

The cross-location brand strategy features a conceptual promotional film, and interactive consumer-facing activation

StickyGinger has unveiled a new campaign to announce Puma and Warehouse Gym’s partnership. 

The campaign features a cross-location brand strategy, a conceptual promotional film, and interactive consumer-facing activation. 

The unique co-branding system for the new partnership takes inspiration from the nine Warehouse Gym locations across Dubai. 

Each location mirrors the diverse landscape of the city while maintaining the Warehouse Gym quality.

To kick-start the partnership, the agency developed an interactive retail activation concept; the first of its kind to get people sweating to ‘Burn And Earn’ Puma coins, running for 3 days only at Warehouse Gym. 

With a combination of challenge, tangible rewards and collaboration, the workshop brought to life Puma’s commitment of ‘forever faster’ as well as the shared journey of the partnership, by motivating participants to push their limits and surpass their personal bests.

Over the 3 days of activation, the workshop had over 600 plus participants , who collectively burned 200,00 plus kcals, acquiring a large stash of Puma coins, granting them exclusive rewards.

These included 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.

Lucy Freeman, co-founder of StickyGinger, said, “At StickyGinger, we pride ourselves on our ability to creatively fuse any brand’s identity and ethos into innovative result driven and creative ideas.

“From the innovative branding approach to establish the partnership through design, to the consumer-facing WORK-SHOP concept, where we transformed fitness into a gamified experience, we looked to expand creative boundaries as well as showcase our capabilities as an agency in crafting comprehensive campaigns. 

“We redefined the fitness landscape, offering a fresh perspective on wellness, highlighting the strength of inventive thinking in today’s evolving consumer landscape.”