Puma has turned its attention to the Olympics with its new Puma Yard experience in east London.
The sportswear brand has set up the space in the Old Truman Brewery barely a javelin’s throw from the Olympic stadium. Branded with Jamaica’s team colours, the space will be the venue for appearances from the track and field team, including Usain Bolt, as well as live performances from the likes of Groove Armada and Professor Green. Experiential? Yes. Experimental? Maybe, but it’s definitely an interesting way for brands to interact with the public during the Games.