Puma Inspires the Love of Running in Japan

Puma Running wanted to inspire runners by putting joy in everyday running, so they approached Beacon/ Leo Burnett Tokyo.

Other sports brands look to running technology to provide data, to track distances as well as times and even advise on form to athletes. But, for those runners who are not athletes, who simply enjoy the pleasure of running, the team wanted to create something different. Their research clearly showed that many runners get bored of the same routes and sights, which leads to many shirking their run or quitting. Therefore, they wanted to create an app that was a truly Puma experience, one that gave new experiences and possibilities; one that reflected how a cat runs (with curiosity).

Run Navi is an iPhone application service designed to promote the joy of the run and stimulate the average runners’ senses. By setting their “mood of the day” within Run Navi, runners can dynamically create their own personalized route and sights, synchronously updated on Google Maps and Google Places. Literally, it is able to take them to new places and encounters, while allowing them to maintain their required distance.

The app’s sound navigation notifies you of turning points to keep you on the route, also letting you know when you’ve reached your chosen sights, whether you are using another function or not. Furthermore, your unique encounters with sights on running can be also posted and shared with others as you run.

The project achieved over 100,000 downloads in the first three weeks alone. It was ranked as No.1 popular App in its category on App Store.

  Advertising, App, Beacon/ Leo Burnett Tokyo, Digital, Exercise, Japan, Marketing, Puma, Run Navi, Running, Shoes, Sportsware, Technology