london: puma yard

© puma - the puma yard at the old truman brewery 

by hosting the 2012 olympics all eyes are on london, and as such the city currently is the preferred platform of any sports brand to raise their profile. puma innovatively extrapolates its association with jamaica's olympic team - for which the brand provided uniforms and sports apparel designed by cedella marley - into a full-fledged 3d lifestyle experience for its fanbase. dubbed puma yard and located at the old truman brewery in spitalfields, it's obviously jamaica-themed and not only hosts a series of street-cred gigs, dj sets at the indoor puma social club, but also sports + lifestyle events. an integral part of the puma yard is the puma quad, a mobile structure made from shipping containers and best known for its appearance at a few volvo ocean race stopovers, and which accommodates a retail space and a top deck party space + bar. the shop carries a selection of puma peformance wear, puma by cedella marley lifestyle items and the brand's faas footwear in vibrant jamaican colours. click [here] to view puma yard's full program [on through aug 12]. location: 152 brick lane [spitalfields].

© puma - puma goes the extra yard for its fanbase