Puma’s latest sneaker drop is a hail to holograms.
To coincide with NBA All-Star Weekend, Puma has released its new Sky Dreamer sneaker—announcing the drop through a holographic activation in Chicago. The activations took place throughout the city by cars outfitted with smart media displays and hologram projectors driving around famous city landmarks to expand the campaign’s reach. NBA All-Star Weekend took place in Chicago, making it the key location to launch the brand’s out-of-home activation promoting its latest shoe in the Puma Hoops collection.
This is not the first time Puma has activated a geo-targeted campaign. The brand ran a similar initiative in 2019 to promote the opening of its New York City flagship store. For the New York activation PUMA ran programmatic ads atop taxis driving through the city. The difference between the two promotions? This year added holograms. Following All-Star Weekend, Firefly—the network behind the campaign—created a video highlighting the activation for social media. In addition to the in-person activation, Puma has been promoting the Sky Dreamer sneakers on Instagram—the brand’s platform of choice for building buzz about new drops, according to a Gartner report on the topic.
Puma’s latest promotion marks an innovative and futuristic take on modern out-of-home advertising that could lead to a grander scale of exposure and consumer hype—both online and offline.