Innovision to recreate Puma social clubs in Brick Lane for the Games

Sports brand Puma has hired Innovision to create Puma Yard at the Old Truman Brewery on London's Brick Lane during the Olympics.

What Puma Yard will look like
What Puma Yard will look like

Puma Yard will be a Jamaican-themed fan experience celebrating the brand's association with the Caribbean island. It will be set up at The Boiler House in the Old Truman Brewery from 27 July to 12 August.

Innovision is expecting between 17,000 and 20,000 visitors over the 17-day period.

Puma Yard will be divided into two areas – the Puma Social Club and the adjoining outdoor Back Yard.

Rob Sharp, sport director for Innovision, told Event the agency didn't feel Puma would need to compete with other brands to attract visitors during the Olympics: "We're pretty confident that the content speaks for itself and we've put on an experience that is worthy of the number three sports brand in the world," he said. "We haven't felt threatened by any other brand activation - what we've created will be one of the most talked-about experiences in town."

The Puma Social Club will be a lounge holding events, club nights and activities like foosball and ping pong, inspired by the social clubs Puma has launched in cities around the world. A VIP section will serve as a hospitality space.

Groove Armada will open the club with a performance on 27 July, the same night as the Olympic Opening Ceremony. Jamaican-born reggae artist Gyptian will play on Jamaica Independence Day, 6 August, while Puma brand ambassador Professor Green will take to the stage on 11 August.

The Back Yard will feature food stalls serving Jamaican cuisine, a beach bar, recreational areas and large TV screens showing Olympic events.

Fans can test their speed against the world’s fastest man, Usain Bolt, on the Puma Speed Test game. There will also be a retail space built from four 40-foot shipping containers with a rooftop deck bar.

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