Rajasthan Royals' ethos align well with PUMA's exuberance!

Last December, in 13 key cities throughout India, Eastern Europe, the Middle East and Africa, PUMAÂ launched the PUMA Creative Factory, a new shoe customization concept that blends virtual and real elements to deliver an innovative and authentic sneaker design experience.

This is brought alive by PUMAs new tool for shoe customization using an old-fashioned workbench with an assortment of materials and fabrics together with an Apple iPad that renders the final design on a custom-built application. With this application, customers can use their creative savvy to craft a pair of one-of-a-kind sneakers in selected stores in locations such as Mumbai, Bangalore, Delhi, Cape Town, Dubai, Bucharest and Moscow.

"Shoe creation is inherently a tactile, hands-on experience. If you look at the desks of PUMA designers, they're covered with books of material and sketches, but then they use various digital technologies to bring the shoe to life. That's what we wanted to bring to our customers," said Antonio Bertone, Chief Marketing Officer, PUMA AG. "Providing the raw materials combined with taking full advantage of cutting edge technology will give people a truly fun and authentic shoe-making experience."

PUMA Creative Factory is now a permanent fixture at The PUMA Stores in Brigade Road in Bengaluru, Linking Road in Mumbai and at South Extension in Delhi.

Over 150 pairs have already been designed by customers who want to wear their style on their feet and have put their creative savvy to work at the PUMA Store to build their very own sneakers from an assortment of materials and fabrics to make a one-of-a kind pair of PUMA Creative Factory sneakers. The Rajasthan Royals, amongst the most fashionably forward franchises in the IPL and a PUMA sponsored team designed their own unique team shoe using their trademark princess blue and gold colours. The team is the proud owners of 100 customized PUMA Creative Factory customized shoes which were officially showcased by select players at PUMA Linking Road store today.

Sporting the customized shoes, the Royals' players including Shane Watson, Rahul Dravid, Shaun Tait, Jacob Oram and Ross Taylor were seen playing with multiple shoe designs at the Creative Factory consoles stationed within the store. Rajasthan Royals, strongly believes in the fun and passion of playing Cricket. The team ethos builds in synergies that align well with PUMAs exuberant, cool, trendy brand spirit. The concept brings to life the team's creative juices and the technology of Creative Factory only makes it that much more exciting for the team to play around with shoe materials and colors when creating their very own unique 100 pairs of PUMA customized shoes.

Marketing
@adgully

News in the domain of Advertising, Marketing, Media and Business of Entertainment

More in Marketing