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Owen Mack, Managing Director

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PUMA AG | Consulting, Research, & Social Content

We first worked with PUMA back in 2004 when they hired us to conduct street intercepts in Paris, London and New York…we flew to Europe with a bag of pre-market shoes and gathered video feedback from consumers we found in PUMA stores, at specialty shops, and in front of cafes. This engagement led to consulting work and content production for PUMA Running, PUMA Ocean Racing, PUMA Golf, and eventually an in-house gig helping PUMA with social strategy and operations, particularly around video usage and distribution.

One of our great successes was with the Chasing Bolt program. Usain Bolt is now a global superstar athlete, olympian, and world record holder…but in 2008 he was simply a very talented (and fast) sprinter in training for the Beijing Olympics. Working in partnership with Bolt and his traveling PR team we were provided with behind-the-scenes video assets for distribution. We developed a strategy and implemented it…and in mid-August we had a huge hit when Bolt demonstrated the use of a PUMA developed video game in which players race Bolt in the 100m.

Watch the video above. In the game, Bolt runs a 9.69…a world record time. He says “I could run that…” And a week later, he did: 9.69 at the Olympics, setting a new world record and winning Gold. The video blew up! It  generated over 1mm views across multiple platforms within a few days as viewers marveled at the premonition.

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