Singapore, March 17, 2018 – To commemorate the 50th anniversary of the PUMA Suede, PUMA (PUMA Sports SEA Trading Pte Ltd) partnered Straatosphere to create the ‘House of Legends’ pop-up, which comes to life in the form of a branded truck parked at the outdoor atrium at Robinsons, The Heeren, Singapore. The PUMA Suede 50 Truck is open to the public from March 17-18, while the media launch took place on March 16.
The PUMA Suede 50 anniversary year sees PUMA partner iconic brands in music, fashion, street and pop culture to introduce limited edition versions of the classic sneaker silhouette. The PUMA Suede 50 Truck showcases some notable ones including the FUBU, Karl Lagerfeld and Hello Kitty collaborations, as well as 11 pairs of PUMA Suede shoes designed by influencers from Indonesia, Malaysia and Singapore.
For such an iconic shoe with a strong heritage behind it, no regular pop-up would do. It had to have presence and impact in an area with high footfall. To that end, PUMA SEA partnered Robinson & Co. in order to utilize the space right outside the store’s main entrance, where the 24-foot PUMA Suede 50 Truck is parked.
Straatosphere conceptualized the exterior and interior of the vehicle, as well as the interactive element, which involves getting visitors to the Truck to try their hand at customizing PUMA Suede shoes on iPads. The creator of the best entry will win a pair of PUMA Suede shoes made to the specifications of their design.
On launch night, live entertainment included performances by street dancers O Crew of O School and local singer/songwriter Charlie Lim. DJ Mad Jester was on the decks supplying hip hop beats throughout the night.
Straatosphere, launched 2013, is a media brand and an integrated agency based out of Singapore with partnering agencies around Southeast Asia.
To date, Straatosphere has partnered brands including ASICS, CASIO, PUMA, Reebok, to launch successful above the line campaigns, events and activations around SE Asia. View some of its best work here.
Straatosphere’s content publishing platform, Straatosphere.com, covers contemporary lifestyle news from all over the world. It promotes style, culture, innovation, creativity, entertainment, technology and business. It aims to be the choice daily reference point in contemporary lifestyle and street culture in Asia.
Straatosphere is a division of Words Worth Media Management Pte Ltd.
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