FOREVER. SPEEDCAT.
PUMA opens Pop-Up to announce the Resurgence of the iconic SPEEDCAT in Korea
February 7, 2024PUMA opens Pop-Up to announce the Resurgence of the iconic SPEEDCAT in Korea
February 7, 2024The FOREVER. SPEEDCAT. pop-up in Seongsu-dong opened from 24th to 28 January for 5 days. As a celebration of the successful resurgence of PUMA´s iconic “SPEEDCAT” sneakers, around 3,500 guests visited and an explosive response prevailed among those who dove into the various event contents, feeling the rising popularity of SPEEDCAT.
With this current surge in popularity of the low-profile fashion trend, PUMA SPEEDCAT is expected to lead the 2024 sneaker trends.
PUMA strives to dominate a new fashion trend by maximizing and capitalizing on the current widespread attention centered around SPEEDCAT worldwide. Through the global archive exhibition and the reveal of the upcoming collaboration plans, drops, and campaign key visual assets, the pop-up successfully provided visitors with a new and innovative experience.
The concept of the pop-up was driven by the past, present and future stories of our SPEEDCAT, which emerged as a street fashion icon . In the global archive zone, visitors could view SPEEDCAT’s evolution through monumental models exhibited in chronological order. This journey featured the very first SPEEDCAT model created for racecar drivers. In addition, visitors had the opportunity to explore the entire 2024 SPEEDCAT line-up. Various collaborative works, celebrating the successful comeback of SPEEDCAT, were also showcased at the event.
An eye-catching, custom-wrapped “TOYOTA GR SUPRA,” designed in collaboration with ATLASX, South Korea’s No. 1 motorsports team, greeted visitors at the entrance of the immersive experience. It not only visually conveyed the strong connection between SPEEDCAT and motorsports but also highlighted the collaborative effort with ATLASBX, whose sponsorship with PUMA began last April. Complementing the display, a one-tenth-scale radio-controlled car, designed in collaboration between PUMA, TAMIYA, and ATLASBX, placed beside the vehicle, captured the attention of many visitors.
PUMA X ATLASBX TOYOTA GR SUPRA Wrapping Car
The main visual theme of the “FOREVER.SPEEDCAT.” campaign was “Choose Life,” conveying the message that PUMA stands for the freedom and youth of those who believe in themselves and celebrates the lives of individuals who have chosen not to be bothered by others’ judgments and live life on their own terms. PUMA captures the diverse lives and styles of individuals with SPEEDCAT, dedicating a wall to their portraits. A full-length mirror placed against this portrait wall was expected to invite the guests as one of the campaign protagonists, serving as the perfect photo op at the event. Additionally, in a corner of the pop-up, there were photo booths where everyone was welcome to take low and high-angle shots with a pair of SPEEDCATs.
“SPEEDCAT has recently emerged as a trending fashion icon in Korea, propelled into the limelight by global celebrities, fashion influencers and sneakerheads, and the buzz around SPEEDCAT is notably growing on Korean portal sites and social network platforms. With this pop-up, our aim is to introduce the captivating allure of PUMA SPEEDCAT to an even broader audience of Korean consumers.”
