Interview with
Alexandra Lewandrowski,
Head of the PUMA House Paris
"It was a night to remember!"
August 21, 2024"It was a night to remember!"
August 21, 2024Between sports champions, media, content creators and international guests, Alexandra Lewandrowski, PUMA’s Director Global Brand Activations, masterminded our PUMA House project in Paris. As the overall project manager, she and her team brought this fantastic space from paper into life and spearheaded the 17 days of PUMA House action this summer. Discover her vision and the unforgettable moments she will cherish forever.
Alex, what was the PUMA HOUSE about?
Alexandra: We wanted to create a Home for PUMA during the Olympics – a brand space where our athletes, federations, retail partners, media and content creators can come together, relax, have fun and experience the Games with us.
We were driven by the vision to build a PUMA world in Paris that connects performance, culture, and innovation, a place to lean back before the competitions and celebrate when medals were won.
"We wanted to build a place to capture the spirit of the brand, uncover unique stories and create memories to last a lifetime."
What did you do at the PUMA House?
Alexandra: The PUMA House presented a vibrant mosaic of activations that offered unrivalled opportunities to experience everything PUMA has to offer outside of the stadiums in Paris, in one of the most strategic locations of any brand present at the Games. Our event map ranged from fun sports days where content creators were given the chance to see the game like we do, to compelling community activations that connected local Parisian football clubs with the PUMA House.
We counted 3 press conferences, giving international media the unique opportunity to meet with PUMA spokespeople, athletes, legends and ambassadors and allowing for unparalleled media coverage, emphasizing our positioning as forever faster. We also celebrated the Jamaican Day of Independence together with the Jamaican Olympic Association, taking the party from the sunny afternoon to the late night.
A special feature was our immersive Innovation Lab, where guests could step into an experiential world of performance, see the breath of our innovation product worn at the Games and learn about our technology, Nitro.
From public viewings in the garden of sport to recharging in the shade of the trees at the swimming pool, to connecting with friends in our lounge area, to playing football and basketball
on our beautiful rooftop playground, our endeavour was to offer experiences that were unprecedented to anything else in Paris.
In the heart of all of this was our Publishing House and PR Hub where the teams worked on bringing together media, creators and athletes like no other, delivering unparalleled media coverage across multiple output channels whilst always putting our athletes’ needs first.
What was the feedback from our guests?
Alexandra: We counted over 4000 guests in 17 days, here is a snapshot of the some of the feedback that we received:
“Extraordinary & unforgettable experience”
“I fully enjoyed every moment, from the exhilarating competitions to the inspiring atmosphere”
“This stage and Nitro Lab gives me great ideas for our local events”
“You made us feel part of the PUMA Family”
“Wow, PUMA is everywhere in Track & Field!”
“Amazing to meet everyone from PUMA’s management to Athletes in one place”
“Thank you for this amazing opportunity to visit Paris Olympic Games and PUMA House. Great event, great experience, great PUMA Spirit”
As overall project manager of the PUMA House, what is your recap on the days in Paris? How do you feel?
Alexandra: I feel extremely proud that we delivered such an unprecedented brand experience in the Year of Sport, and I love how the positive results are a mirror of the incredible team that stood behind this.
The cross departmental collaboration we had, the hard work, passion, eagerness to find solutions, hands-on mentality, creativity, flexibility, sense of support amongst each other, the superior level of quality and service and the unified sense of dedication to make this the best experience yet defined team work at its best – both between our internal teams as well as with our partners alike. And at the same time, we had a whole lot of fun doing so.
Checking Mondo in to PUMA House
What was your personal favorite moment?
Alexandra: There are so many to mention – but I particularly loved the atmosphere when we welcomed our medalists to the PUMA house, greeting them with a huge round of applause at the entrance and celebrating their victories on stage. Something I will personally never forget was when Mondo Duplantis broke a new world record in the Pole Vault final at 6.25m and celebrated it with his friends & family at the PUMA House – it was a night to remember.
