PUMA: #NYCGP Motorsport Installation
Open the game- Brand
- PUMA
- Year
- 2020
- Objective
- Awareness
- Industry
- Sports
- Mechanic
- Racing
- Platform
- Installation
- Agency
- Monks
- With
- PUMA
Objective
PUMA sought to build brand awareness and strengthen understanding of its F1 motorsport involvement among North American consumers by creating an emotionally engaging retail experience. The flagship 5th Avenue store installation served as a physical embodiment of PUMA's market presence in New York, bridging offline and online experiences to deepen brand loyalty among customers.
Solution
PUMA created a professional-grade F1 racing simulator installation featuring Evotek simulators—the same equipment used by professional racers. Customers strap into the cockpit and race virtually through recognizable NYC landmarks including Central Park and midtown streets in a custom-built NYC Grand Prix course. The experience included personalization via in-store kiosks (name, country, facial photo overlay with custom helmet), photorealistic graphics, haptic feedback, and real-time global leaderboard tracking. MediaMonks developed mobile onboarding/offboarding sites, integrated smart mirrors for product exploration, and created personalized takeaway videos with performance metrics. Max Verstappen and Lewis Hamilton provided pre-race coaching and post-race feedback to elevate the experience.
Results
The installation won a Clio Sports Bronze award and featured interactive F1 simulators and in-store kiosks at PUMA's flagship store on 5th Avenue in New York City.
