Brand Integration : Co-Brand Design
In January 2024, Meta Quest and PUMA turned a two-by-two metre pod into the world's most immersive gym — landing at the exact moment the January fitness rush falls off a cliff.
We created a series of custom-built experiential pods across high-footfall locations in Berlin, including the PUMA flagship at Hackesche Hofe, inviting the public to experience fully immersive fitness sessions on Meta Quest 3, from boxing and HIIT to yoga and Zumba.
As Creative Director for the EMEA portfolio, I led the brand design integration for the activation, bringing Meta Quest's mixed reality positioning and PUMA's sporting credentials together into a single, cohesive brand experience.
The activation generated coverage across Creative Salon, LBBOnline, Ads of the World, Athletech News, and Glossy — extending the experiential moment into earned media and reaching audiences well beyond the Berlin footprint.
The campaign drew 160 booked appointments and long queues of walk-up visitors at the Hackesche Hofe store alone. The activation outperformed all internal benchmarks — providing clear evidence that locally relevant creative outperforms standardised global executions, a finding that directly influenced subsequent EMEA brand strategy.