PUMA asked EWI to create a retro-inspired branded environment to celebrate the launch of their iconic PUMA Suede shoe line, as part of their FOREVER. CLASSIC. campaign.

The campaign’s theme — “we are the new classics” — celebrates PUMA’s most iconic products, inspiring both new and old PUMA brand enthusiasts.

The space featured vintage flooring, wood wall paneling, shag carpet, period-style lighting, custom-made three-dimensional wallpaper and a custom “retro” television fixture that doubled an interactive customer experience.

Blurring the line between new and old, this “retro” television housed modern technology that allowed users to appear on the TV, making them part of the PUMA FOREVER. CLASSIC. campaign.

The engagement positioned customers as brand ambassadors, committed to the new classics. Customers then could share their photos on social media with the tagline #pumaclassics.

The activation appealed to a wide range of demographics and saw user engagement across a diverse group of customers.

EWI designed and constructed the branded environment with customer experiences in both the front and back of the space.

The back of the PUMA Classics display featured a more modern photos experience, further blending old with new.

The modern photo booth offered more ways customers could engage with the PUMA brand, positioning them as PUMA brand ambassadors.

This booth allowed customers to either receive a physical strip of printed pictures (akin to photobooth of old) or share these images to their phones (contemporary).

By creating a customer experience that felt like it was both old and new, we brought PUMA’s campaign to life for customers from all generations.