Puma Ignite Launch

Bring the world’s fastest man – Usain Bolt – to Times Square, the epicenter of the world, and officially reveal IGNITE - the worldwide launch of a new shoe concept featuring groundbreaking technology.

iDEKO worked collaboratively with global PR giant Ogilvy and the PUMA brand folks out of London to concept, plan and execute the worldwide launch of IGNITE in Times Square, NYC. iDEKO handled logistics and production for the entire event which featured a multi-dimensional consumer facing experience.

Consumers trialed the new sneakers on custom branded treadmills to harness the energy of IGNITE. The energy harnessed was projected on a custom designed, curved LED screen as the energy meter climbed to 100%. Usain Bolt appeared at that moment and was lifted high above the crowd for the reveal moment which featured custom designed PUMA brand content on five of Times Square’s largest digital billboards. Pyrotechnics and Cyro flared as Usain presided over this unbelievable scene to reveal IGNITE. PUMA brand folks and select industry press celebrated with a reception high above Times Square following the successful launch.