Puma Gives Londoners a Natural Boost with Pop-Up Endorphin Store
VIRTUE, the creative agency by VICE, and PUMA have teamed up with health and training experts to launch the PUMA Endorphin Store. The PUMA Endorphin Store is about swapping calories with endorphins to hero mental health alongside physical health. This pop-up, located in the Protein Studio in Shoreditch, prescribes playful interactive experiences to naturally boost mental and physical health whilst experiencing the versatility of the new PUMA LQD CELL trainer in a fun and credible way.
VIRTUE Insights show that the young generation is training in new ways and self expression is key to everything they do. They strive to be fit and healthy but they train for the physical as well as the mental benefits. Seriousness, impossible ideals and restrictive training plans keep people away from exercise as it is often seen as a tedious chore and challenge to fit into daily lives – rather than the mood boost it can be.
As the LQD CELL trainer stands for fun side of training rather than the result, VIRTUE created the PUMA Endorphin Store; a one-stop shop in the heart of London for fun and alternative ways to get a mood boost. Based on people's mood, the PUMA Endorphin Store prescribes a six minute experiences that naturally boosts mental and physical health by focussing on endorphins, adrenaline and dopamine.
The Endorphin Store has three treatment areas where guest can immediately start their exercise provided with a pair of PUMA LQD CELL shoes.
The first exercise, co-created with Sanchia Legister (Yogahood and Gyal Flex), aims to alleviate stress with an immersive light baton forest. A voice guides guests through breathing experiences and meditation, whilst being bathed in calming colours completed with ambient surround sound. The second experience is co-created with Jahmarl Crick (Blok), focussed on restoring the inner balance and alleviate distraction. When the music begins, the user is guided to step to the CELL that lights up, bringing guests a fast-paced rhythmic exercise that makes guests use their whole body. The third HIIT exercise is co-created with Jason Leggett, who is a personal trainer at Barry’s Bootcamp, and aimed to help people understand how different music BPMs can help guide a training and shake off lethargy.
Jodie Sayer, team head performance marketing at PUMA says: “This event is about changing people's perception of fitness; from a tedious chore to a mood enhancing and joyous experience. By the end of their visit, guests will understand the importance of getting moving and releasing endorphins for their mental and physical wellness.”
Gemma Knox, managing director Northern Europe VIRTUE, adds: “The PUMA Endorphin Store gives the familiar an unexpectedly simple twist in a busy London hotspot. With this activation we’re helping PUMA own a unique space in training as well as bring people a unique experience worthy of their time and attention.”
