To support the launch of their IGNITE running shoe, Puma designed a global campaign asking runners to “IGNITE YOUR CITY”. The concept was simple; bring together your crew and celebrate running in your home city. The concept was further developed by a series of running events which were slightly more unusual than the average run. The #IGNITEDXB was a series of runs at night across the Royal Blue Bridge (usually closed to the public). The event finished with dinner, an after party and awards ceremony for all involved.
Believe was briefed to provide the creative for the onsite branding and marketing communications around the event series. The creative considered the global campaign and was tailored to the local market.
Our team created an urban feel which ran through all communications. In total 2,500 runners attended the race series including experienced athletes and first timers.