Puma T7 Creative Factory

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Puma Creative Factory T7 Jacket Live Event

Following on from the success of other PUMA Creative Factory events, we helped to launch the next level in PUMA apparel customisation. The PUMA Creative Factory "Built For One" campaign unfolded in February 2012. The primary goal of the initiative was to amplify the PUMA brand by giving influential bloggers, key media figures and celebs a cool opportunity to express themselves creatively through the medium of clothing design.

This interactivity with the brand produced significant PR buzz for PUMA. The increased interest helped us to drum up support for a final one-off consumer event. It was at this event that we gave the public a chance to put their own creative spin on one of PUMA's most popular designs.

We kicked things off with invitation-only Creative Factory "Built For One" workshops which were held at the PUMA offices in both Cape Town and Johannesburg (from mid February). We invited eighteen high-profile brand ambassadors, celebs and media personalities to design their own unique T7 jackets and we offered them custom patterns and detailing options for each of their creations. During this build-up period we partnered with select restaurants and bars in Cape Town for a three-week marketing campaign that involved the installation of posters, flyers, disposable coffee cup sleeves and antique sewing machine displays. All of these elements promoted the consumer event scheduled for Wednesday 29th February 2012. Some tactical digital marketing was channeled through the PUMA Facebook page where we uploaded photographs of well-known historical statues in Cape Town 'wearing' customised PUMA T7 Track Jackets. This was done in order to encourage members of the public to pre-book a jacket via email. Once their jacket booking at the "Built for One" event was secured they could look forward to designing their own T7 jacket on the night.

The consumer event took place at Earthlife, a unique commercial property space in Vredehoek. The venue was dressed with staging, lighting and commissioned décor to create a factory-styled environment with a separate "Design Zone" space. It was in this specially designated creative area that guests mixed and matched jacket panels and worked with pattern templates, pens and crayons to design their own unique T7 Track Jackets.

From here all the panels selected for the jackets headed straight to the "Production Zone" where forty-two seamstresses from Impahla Clothing worked tirelessly to produce a new jacket every forty-five minutes. This enabled all guests designing jackets to leave the event with their newly completed creations in hand.

Of course, it wasn't just the PUMA T7 jacket design and production process that kept guests busy. Gourmet hot dogs were supplied by On A Roll Dog Kitchen. Guests could mix and match their choice of ingredients and condiments and this resulted in some pretty unique hot dog variations. Complimentary cocktails were handed out to guests on arrival and the bar served up exotic drinks containing Maker's Mark Whisky, Sauza Tequila and Russia Standard Vodka. Entertainment was offered up by top local DJ's Craig de Sousa, Tommygun, Haasbroek, VGA as well as the headliner, rap act PH FAT.