Puma Palermo: a forever classic
Having previously worked with PUMA on major regional activations such as the Standard Chartered Singapore Marathon in 2023, they came to us with a new challenge, to re-introduce and celebrate the return of the PUMA Palermo as a “forever classic”.
As a Singapore‑based agency with deep experience across SEA markets, we were able to bridge PUMA’s regional brief with local nuances in Thailand, including production, craft partnerships and communications across Singapore and Thailand.
So we got to work, and created The Palermo Pop-up store, an immersive, larger‑than‑life experience, reconnecting consumers with the sneaker’s Italian heritage and terrace‑culture roots.
The campaign came to life through multiple installations, including a 13 ft PUMA Palermo sneaker that took over 5 Thai craftsmen over 300 hours to meticulously create. A functional life-sized foosball court sat alongside a tiered terrace - synonymous with the terrace culture that the PUMA Palermo was made famous by. The double-storeyed Stadio Palermo also housed a shoe customisation workshop, where visitors could have their Palermo sneakers customized by Thai artist Silapa Chantararat. All the activations were designed to drive emotional connection through experience, positioning the Palermo not just as a product, but as a cultural icon.
The installations served as a portal into the vibrant and effortlessly playful universe of PUMA Palermo. Stepping into the space, guests were transported onto a journey that evoked the essence of Palermo while paying homage to the coastal capital of Sicily in which the Palermo was proudly named after.The experience lasted a week and welcomed 15,000 guests including members of the Media, Key Opinion Leaders, Trade Partners, and celebrities from Thailand, Singapore, Indonesia, Malaysia and the Philippines. The campaign had over 82,000,000 impressions, appeared in over 350 media publications, and sold thousands of Palermo shoes.
“I was thrilled to unveil our inaugural PUMA Palermo pop-up in Bangkok, marking a historic first for Southeast Asia. With the pop-up, we didn’t just bring back Palermo; we created a timeless, experiential journey celebrating its status as a forever classic." - Eleanor Wang, director of marketing at PUMA Southeast Asia.