The FAAS lab was used to inspire and engage ‘Progressive Runners’.FASTEST DAY ON EARTH:Events were at the heart of FAAS Lab. PUMA rebranded 28th August 2011 the date of the 100m final of the World Athletics Championships, “The Fastest Day on Earth”. To celebrate PUMA held a series of Jamaican themed events providing people the opportunity to eat, dance and run!

Speed traps were set up providing ‘Progressive runners’ the opportunity to try a pair of FAAS and test their speed against ‘The Speed of Bolt’.Each event generated content which was pushed through digital and social channels, and enjoyed television coverage.CONGRATULATIONS BOLT:At the World Athletics Championships, Usain Bolt stormed to Gold in the 200m and 4x100m in PUMA FAAS trainers. To celebrate we ran a ‘Congratulations Bolt’ campaign featuring ads in print the day after each win headlined “FAST WIN” and seeded online video.

FAAS sales increases of up to 70% vs. 2010.- Markets reported a 25% of their total annual sales around the ‘Fastest Day’.- 7,000 people attended the events making the 28th August their Fastest Day!

- 90% of runners achieved faster SPEED in a pair of PUMA FAAS than their own shoes.- Metro partnership encouraged 3,176 to run part of their journey to work and enter the competition.

- Campaign videos have received 400k views on YouTube!Consumers are convinced: ‘My feet felt lighter and faster with the FAAS 500’ - Progressive Runners from Croatia