Global sportlifestyle brand PUMA announced today that The Boiler House, part of the Old Truman Brewery on Brick Lane, East London, will be transformed into the PUMA YARD this summer to celebrate theglobal sporting events taking place this July and August in London. The PUMA YARD will host a list of DJs, Club nights as well as live performances from chart topping acts, Professor Green, Groove Armada and Gyptian. The Jamaican-themed PUMA YARD will feature experiential activity for 17 days and nights across July & August.
Working closely with PUMA innovision has developed two distinct experiential areas in line with PUMA’s marketing strategy that draw inspiration from Jamaica’s on and off-field culture including a social club style-area and an engaging retail experience, whichboth seek to build on PUMA’s association with the much-loved island.
“From PUMA Social parties to amazing live music acts to sports viewing and sports events for aspiring athletes and After Hours Athletes alike, the PUMA YARD caters to anyone wanting to enjoy the Games with a cool drink in a relaxed Jamaican atmosphere,” said Franz Koch, CEO of PUMA SE. “We intend to be the hottest spot in London this summer.”
“Given its relevance and its standing as an iconic and cultural area of London, Brick Lane was the ideal location for PUMA YARD,” said Tony Ward, General Manager of PUMA UK. “PUMA YARD, like PUMA, will be the perfect mix of sport and lifestyle to help Londoners get to know all that the brand stands for and its rich Jamaican heritage.”
Rob Sharp, Director of Sport, innovision said: “PUMA has an amazing heritage and we are privileged to be working with them again; with our own expertise in both sport and entertainment, we are perfectly placed to create a captivating summer experience for them.”