For the launch of the brand new PUMA NITRO running shoe series, Puma appointed Axis Group to inspire a change.

The Campaign launched in 3 phases.

Axis started with Pre-launch content to build product affinity with the key target audiences, create conversation and drive excitement. Engaging with respect runners from all over the South East Asia markets.

A press conference alongside a trial run with Running Clubs and recruitment of avid runners for more content creations.

Lastly, an in-store launch with outdoor trial runs with renowned running clubs and captains in Singapore, tailored for runners from different levels.