PUMA Urban Stampede: Run for fun
While most brands are busy associating themselves with the sport event of marathon, German sports lifestyle major, PUMA India initiated the property –PUMA Urban Stampede, a relay race event for Corporates; thus emanating the true spirit of team-building. Now in its sixth edition, it has big plans to enter three new cities in 2014. The popularity and uniqueness of this event, a brainchild of PUMA India, will soon be replicated in other markets PUMA has presence in. The Hyderabad edition kicks off on Dec 15, 2013.
With the philosophy of introducing running to people who were fitness-conscious but leading busy lifestyles, the idea of a corporate relay race was born – PUMA Urban Stampede. Companies can nominate their employees to participate in a race where they could run a distance that needed only a month’s training. Thus, the idea of four people, running 5km each, was born. “It is a competitive run but it is not cut-throat and people enjoy the race,” says Rajiv Mehta, Managing Director, PUMA India.
[caption id="attachment_3344" align="aligncenter" width="300"] Rajiv Mehta[/caption]
Phenomenal growth in numbers
The property initiated in 2008, and saw 78 teams from 38 companies participate wholeheartedly. The subsequent years saw an increase to 149 teams in 2009, 294 teams in 2010. Year 2012 witnessed participation from 386 teams. IBM, Goldman Sachs, Infosys, Toyota, have been few of the corporates consistently participating in this event. “The concept of PUMA Urban Stampede resulted due to a deep rooted desire amongst us to give fitness focused corporates an opportunity to pursue their passion of running as we felt that there were very limited avenues available to them. Running has been one of the most basic forms of exercise for everyone and we wanted to create a space where young professionals who are enthusiastic about sport and fitness can come together and also have a good time. Runners for Life conceptualised the property back in 2008 but after PUMA has come on board – we have taken it to another level in terms of introducing other cities, conducting training camps and trial runs, allowing people to sample our running products etc,” adds Mehta. The event is currently held across Bangalore (flagship property), Mumbai and Hyderabad. The company plans to add Delhi in February 2014 and two more cities by mid-to-end of 2014.
In-synch with PUMA’s brand philosophy
PUMA is positioned as a sports lifestyle brand, and it resonates the brand ethos of joy and fun while simultaneously driving home the point of staying fit. “We are a serious running and high-performance brand but our products looks great as well – and allow you to be the best and perform at your highest level. Our products are competitive but fun – just like PUMA Urban Stampede. PUMA is also the only sports brand that has ownership of a running property – we are not mere sponsors but actually are deeply involved with the property along with the organisers, Runners For Life,” adds Mehta.
Replication in other markets
The admiration for this event has spread across other PUMA markets, who plan to replicate this property. Other PUMA markets have seen the value in a property like PUMA Urban Stampede. Serious runners engage with our brand at a deep level in various cities; our products are sampled and trialled by new and established runners; and we are increasing our numbers with every event. It’s a credible, competitive running property and PUMA involvement is un-missable to every participant so the brand connect is very strong,” concludes Mehta.
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