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Brief Published: 3 Mar 2017

Female Focus: Puma’s One-Day Women-Only Hub

Puma 'Do You'

On March 9 – the day after International Women’s Day – Puma will host a one-day workout and athleisure experience in London billed as a platform for female empowerment. The move taps into the appetite for brand experiences that celebrate and support women (see Feminism-Fuelled Retail).

It will combine fitness classes, workout fashion styling and photography sessions “celebrating individual style”, as well as a wrap party – all led by inspirational female figures. Organised by London-based youth marketing agency Urban Nerds Collective, the ‘experience hub’ will promote Puma’s current campaign ‘Do You’, which is grounded in helping women find their best inner self through sport. 

Pulling on some of the best British female sporting talent, football sessions will be led by key players from Arsenal Ladies Football Club. Meanwhile, running and general training sessions will be helmed by British medal-winning boxer Lisa Moore and Melissa Weldon – personal trainer and founder of confidence-building obstacle race FemPower UK

Styling and photography sessions will be hosted by Puma’s own Female Movement. This grassroots collective of women (yet to be divulged) will be there to “encourage participants to follow their own core instincts when it comes to outfit combinations, and motivate them to have fun in front of the camera”. London-based female DJs and other music talent will close the event. Location, timetable, ticket prices and music acts are yet to be announced. 

See also Nike’s VIP Female Gym, Female-Focused Retail, Nike’s Immersive Workout Experience, The Supportive Sell and Activist Attitudes: Brands Stage Own Summits

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