PUMA’S long awaited ‘Forever Faster’ concept store arrives in ABC Achrafiyeh Mall, Beirut
Beirut, September 7, 2016 – Celebrating the launch of its first ‘Forever Faster’ concept store in Lebanon, PUMA took over ABC Achrafiyeh through a series of interactive and rewarding activations and a massive launch event. Forever Faster, PUMA’s brand platform represents PUMA’s endless pursuit to push sport forward, to celebrate individuality, to play instinctually, to see opportunities rather than limits and to change the game.
Key officials, clients, media, bloggers and influencers gathered for a “Party on the Field” that embraced two core elements of PUMA, performance and style. Guests had the chance to browse through the Autumn Winter 2016 collection including the exciting collaboration with brand ambassador Rihanna and her acclaimed Fenty range. Kylie Jenner, as the face of the Fierce footwear and the Suede campaign was also a highlight of the evening.
Further bringing the ‘Forever Faster’ concept to life, an activation took place for a period of six days whereby an interactive life size board game was created and players had to roll the dice for a chance to win gift vouchers. Additionally, the mall was taken by storm the weekend leading up to the official opening with instant wins and customized ‘Forever Faster’ parkour shows.
Commenting on the occasion, Richard Elias, Head of Business Development, stated: “The concept better tells our product stories, revealing the technologies behind them and strengthening our positioning as a sports brand.”
“The store design is part of our new retail strategy to communicate more clearly and effectively in retail, putting the product and out athletes at the heart of the message – establishing a meaningful connection with consumers and effectively telling the brand and product stories,” he continued.
The look and feel is modern and cool coupled with inspirational elements that radiate a sporty energetic personality. PUMA’s long standing heritage as a footwear company is underlined by a strong visual impact. The dynamic display windows are athlete and product focused with simple direct messaging highlighting the technical benefits of the product, whether technically advanced running shoes, lightweight high-performance football boots or temperature regulating clothing.