PUMA | JD – PUMA City

We produced PUMA’s evening event as part of JD’s Annual Conference in Manchester, PUMA’s first year sponsoring the event, bringing 250 key stakeholders from across the business face to face with an immersive brand experience built to connect the two companies’ shared vision.

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250

Attendees
  • 1st Year PUMA sponsored the event
  • Conferences
  • Experiential Events
  • Talent Hosts & Entertainment
  • Brand Activation
  • Content Production

”"I also wanted to again say a huge huge thank you to Heather and the entire team at Make Events. I know I wanted to push the boundaries and create an unforgettable experience in which PUMA was repositioned with the JD team, and together, I truly feel we delivered that!"

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The Brief

JD’s Annual Conference brings together Retail Directors and Regional and Area Managers from across the world, and for 2022, PUMA was sponsoring for the first time. The brief was to showcase the PUMA brand and connect JD’s employees to it in a meaningful way, demonstrating shared vision, values, and objectives. Alongside this, we were tasked with creating a stand-out identity and creative concept that would help the client surpass their goals for the evening, not just meet them.

We created PUMA CITY, a street inspired space built around a recreated JD store fascia with four “live” windows. Following a VIP welcome, the windows opened to reveal a live DJ, models, roller skaters, and free runners wearing PUMA’s SS23 collection, immersing guests in two 360 degree fashion shows across the evening.

Entertainment sat alongside key business updates, with highlights and previews shared from across the business. We also built interactive team competitions themed around “Forever Faster”, tying the games directly back to PUMA’s brand messaging, and closed the night with a live performance from SHAYBO.

Make Events led creative direction and production for the full event, from concept and space design through to the live entertainment programme, competitions, and business content. We worked closely with PUMA and JD to align the creative with both brands’ objectives, coordinating everything from the fashion shows to the live performance to deliver a cohesive evening rather than a series of separate moments.

PUMA CITY gave PUMA a stand-out introduction to JD’s conference audience, repositioning the brand within the JD team through an experience built specifically around shared values rather than generic sponsorship. The combination of immersive design, live entertainment, and business content meant attendees left with both a memorable experience and a clear sense of what PUMA and JD’s partnership represented.

A note from our team

“PUMA CITY was such a brilliant brief to work on. JD's conference audience have seen a lot of big brand activations over the years, so we knew we needed something that felt genuinely immersive rather than just a backdrop. Watching those windows open for the first time, with the crowd's reaction as the fashion show kicked off, was one of those moments that made the whole project worth it.”

Heather RidgeHead of Events
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