SportLifestyle brand PUMA®announced today it will launch a revolutionary online experience on July 27, ThePUMA 100 Metre Shop, inspired by Jamaican Track & Field’s greatest moments in time. The new Tumblr site fuses Jamaican and British cultures to produce original content from on-the-ground contributors in London and Kingston. It’s packed with portraits, stories, and event updates as well as hand-picked items from the highly anticipated Cedella Marley Collection.
“It’s amazing for PUMA to have the opportunity to really bring to life in a socially relevant way two incredible cultures that share common values with the joyous, celebratory spirit of the brand. The PUMA 100 Meter Shop will be a totally different and highly engaging destination for people interested in fashion, culture, and entertainment happening around London and Kingston this summer,” said Antonio Bertone, Chief Marketing Officer for PUMA. “We are incredibly excited to be the first global brand to launch a totally breakthrough Tumblr site that is truly the fusion of content contribution, social discovery and e-commerce.”
The Tumblr pop-up shop will go live beginning July 27th and will feature a mix of content in diverse formats including video, interviews, articles, photos and more. It will be updated daily and available in two languages, Japanese and English, and in three regions, Japan, Europe, and the USA. Traffic will be driven through PUMA’s social channels and partnerships with The Fancy, Sypply and Pinterest. The site is designed to be live for 12 months and will be reskinned to support new brand initiatives hailing from the Sportlifestyle company.
In addition to original content and PUMA gear, visitors will have access to live-streaming activities and happenings from the brand’s hub in London this summer, The PUMA YARD, including interviews with popular musicians performing at the YARD such as Gyptian, Groove Armada and Professor Green.
A FASHION FIRST
PUMA partnered with fashion designer Cedella Marley, daughter of late Reggae legend Bob Marley, to create the podium, on-track and ceremony wear for the Jamaican Track & Field team competing in London. The PUMA 100 Metre Shop will showcase select items from the collections; and for the first time on Tumblr, The PUMA 100 Metre Shop will link to an e-commerce site, Shop.PUMA.com, where items are available for purchase.