#NYCGP Motorsport Installation

Objective

PUMA sought to strengthen consumer awareness of Formula 1 in North America, where the sport has lower recognition compared to Europe. As a major sponsor of F1 teams (Red Bull Racing and Mercedes-AMG), the brand aimed to create an experiential connection to its motorsport heritage through a flagship retail experience. The installation aligned with PUMA's broader retail philosophy of offering immersive experiences rather than products alone.

Solution

A full-motion F1 racing simulator installed at PUMA's flagship store on 5th Avenue in New York, launched in August 2019. Visitors could strap into a real racing car cockpit and navigate a virtual racecourse through New York City at high speed, experiencing photorealistic graphics and haptic feedback. The experience prominently featured PUMA's F1 brand ambassadors—Max Verstappen (Red Bull Racing) and Lewis Hamilton (Mercedes-AMG)—representing the teams PUMA sponsors.

Results

Not published.