PUMA
Creator Experiential Marketing Activation – NYC
Sneaker customization workshop for PUMA's Hacked Collection
Co:Collective, a strategy and design agency, engaged ALT TERRAIN to help produce a New York City invite-only creator sneaker customization workshop event.
The goal was to create awareness and interest in the PUMA Hacked – a footwear line celebrating people who view sneakers customization as a form of self-expression.
The private creator event, hosted by PUMA, Pensole, and Foot Locker, activated in a raw warehouse space, invited New York City creators, from a wide range of industries, to explore shoe customization, guided by DIY sneaker influencers.
Throughout the evening creators experienced four unique sneaker skill stations – showed guests the art of customizing shoes.
It was a fun, educational, and shareable brand experience to engage creators outside the sneaker, footwear industry.
People posed for photos with their shoe creations, displayed them on exhibit-style podiums, and shared them on social.
Foot Locker then took the Hacked sneaker customization event concept on tour to their retail locations.
ALT TERRAIN assisted with event planning, coordination, fabrication, production, and management.
Why is this PUMA creator event smart marketing?
Authentic Engagement
Workshops create a sense of brand pride and ownership, fostering genuine bond.
Creative Content
Influencers and creators bring unique perspectives and content to brand events.
Breakthrough Social
Creators help the brand breakthrough Instagram, TikTok Facebook algorithms.
Invite-only creator events are the future — more intimate, compelling, cost-efficient, and impactful for brands.
