PUMA's Faster Trainer Summit brings their elite fitness ambassadors together every year to celebrate one thing: sweat. Our task was to create something completely original that captured the athletic, competitive DNA of the brand—and turned it into an experience people couldn't stop talking about.

I led concepting on the project, and what we landed on was exactly that. A buzzing, "had to be there" B2C activation across five major cities—Chicago, New York, Boston, Miami, and Los Angeles—built around an open-air arena constructed with boxing bags as the walls and a custom center podium where PUMA ambassadors led high-intensity workouts for thousands of fitness fanatics. Branded locker setups, photo ops, and registration stations surrounded the arena, making the whole footprint feel like a world unto itself.