To mark the launch of NITRO, an all-new line of technical running shoes, and herald PUMA’s return to the core running market, the brand asked EWI to create an immersive buildout in high-traffic New York City stores.

A multi-dimensional NITRO Landing Zone near the entrance of PUMA’s NYC flagship drew customers into the store. It featured large, angled LED panels with animated arrows and text — creating a sense of motion that was in line with the NITRO products.

An interactive RUN CHALLENGE let customers compete against one another by running in place as fast as possible. The digital engagement featured custom graphics, a leaderboard, social media sharing opportunities and lead-gen capabilities.

The Landing Zone provided a quick introduction to the different shoes in the NITRO line and encouraged customers upstairs to learn more.

Upstairs a Running Zone allowed customers to dive deeper into the NITRO lineup. On the shoe wall, an integrated sliding digital monitor triggered video content that explained each shoe’s key features and benefits.

The Running Zone also contained dual treadmills, which let customers receive free gait analysis and get recommendations on which NITRO sillhouette matched their running style.

As part of the PUMA NITRO launch, EWI also installed a series of innovative shoe window displays in other NYC running stores.

The displays used magnets to suspend NITRO products in midair — emphasizing the products’ lightweight cushioning.

EWI’s team oversaw design, UX design, engineering, fabrication, logistics and installation of the in-store NITRO launch. But we couldn’t have done it without collaboration with our trusted partners: Mannetron (who helped with sliding monitor) and Southern Made (who helped develop RUN CHALLENGE).

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