StickyGinger launches PUMA and Warehouse Gym partnership

Dubai-based Media and PR company StickyGinger has unveiled a comprehensive campaign to celebrate the official partnership between PUMA and Warehouse Gym. The campaign encompasses a cross-location branding strategy, a conceptual promotional film, and interactive consumer-facing activities.The unique co-branding system for this new partnership takes inspiration from the nine distinct Warehouse Gym locations scattered across Dubai. Each location mirrors the diverse landscape of the city while maintaining the unmistakable Warehouse Gym quality. This branding approach seeks to capture and reflect this uniqueness.To kick off the partnership in style, StickyGinger introduced an innovative retail activation concept, a first of its kind. The "Burn And Earn" event at Warehouse Gym encouraged people to sweat it out and earn PUMA Coins, lasting for just three days. Rooted in a blend of challenges, tangible rewards, and collaboration, this activation, known as "The WORK-SHOP," brought to life PUMA's commitment to being "FOREVER FASTER" and highlighted the shared journey of PUMA and Warehouse Gym. Participants were motivated to push their limits and surpass their personal bests.During the three-day activation, "The WORK-SHOP" drew over 600 participants who collectively burned an impressive 200,000+ kcals. As a result, they earned a significant number of PUMA Coins, which granted them exclusive rewards. These rewards included a signed Al Hilal shirt, an all-expenses-paid trip for two to the Al Hilal vs. Al Nassr match, a one-year membership for Warehouse Gym Al Quoz, and the latest apparel, accessories, and sneakers from PUMA.  Lucy Freeman, co-founder of StickyGinger, commented: “At StickyGinger, we pride ourselves on our ability to creatively fuse any brand’s identity and ethos into an innovative result driven and creative ideas. From the innovative branding approach to establish the partnership through design, to the consumer-facing WORK-SHOP concept, where we transformed fitness into a gamified experience, we looked to expand creative boundaries as well as showcase our capabilities as an agency in crafting comprehensive campaigns. We redefined the fitness landscape, offering a fresh perspective on wellness, highlighting the strength of inventive thinking in today’s evolving consumer landscape.”