PUMA RS-0 Play
Open the game- Brand
- PUMA
- Year
- 2018
- Objective
- Product launch
- Industry
- Fashion
- Mechanic
- Platformer
- Platform
- Web
- Agency
- Superhero Cheesecake
Objective
PUMA launched the RS-0 Play collection as a reboot of the original 1980s sneaker model that pioneered electronic chips for step tracking. The campaign recreated that era's aesthetic and technological spirit through an interactive game experience designed to increase dwell time on PUMA's eCommerce platform and engage retro gaming enthusiasts and sneaker collectors.
Solution
Superhero Cheesecake developed a single infinite-runner platformer with a procedurally-generated landscape using a 'chunks' system—predefined level segments mixed together to create varied but carefully designed experiences. The sprite-based graphics were inspired by 1980s console games like Super Mario Bros and Sonic. The game featured a points system and leaderboard for competitive engagement, custom animations, and retro-arcade aesthetic with a focused three-color palette. The studio open-sourced its chunks editor tool on GitHub to enable designers to create and export level configuration files. The game was published on October 1, 2018 at rs0playthegame.com and optimized for mobile gameplay.
Results
The campaign achieved its primary engagement objective with an average of 5 minutes dwell time per user on the platform. The top recorded score reached 75,807 points—approximately three times higher than any score achieved by the development studio team. The campaign won Awwwards Site of the Day recognition (September 4, 2018) with an overall score of 7.81/10, including 8.60/10 for animations and transitions, 8.12/10 for creativity, and 7.60/10 for responsive design.
