Puma & The Warehouse Project

Big Fish created a partnership which saw Puma become the official fashion partner of The Warehouse Project in 2011. The Warehouse Project is a cutting edge music series which runs over 35 dates in Manchester.

Business Challenges

Tie in with current above the line campaign – Puma After Hours

To be part of a strong music property and support it

To build on the credibility gained through the music partnership with Vice magazine

To create a home in Manchester

Solution

In order to tie in with the Puma After Hours above the line campaign, Puma Social was devised and launched at the Warehouse Project 2011. The concept was brought to life in two of the Warehouse Project’s room’s with creatively branded furniture and activities such as neon ping-pong tables, foosball tables and graffiti displays. This enabled Puma to offer their audience at the Warehouse Project a valuable form of alternative entertainment, enhancing their experience.

The Warehouse Project enabled Puma to align themselves with the most celebrated series of events in the North over the last six years.  They were able to put their stamp on it and add something extra to this already legendary annual series of events. By taking over the two rooms, providing all bar staff with Puma attire, offering ticket competitions prior to events and product seeding to all performing artists, Puma were able to solidify their association and reach their target audience in a relevant and authentic way.

Vice were chosen as Puma’s media partner in order to amplify their association with the music and create an effective and credible channel of communication with their target audience. The Warehouse Project enabled Puma to generate interesting content to feed to Vice who then used this to blog at each event and run feature in the magazine.