Puma takes a turn on the catwalk

Hong Kong - Inspired by sprinter Usain Bolt's print campaign, Puma has kicked off a series of marketing activities around the Olympics, including a fashion show.

The ads, which highlight the sporty lifestyle by using a mixture of Jamaican Reggae and Chinese opera art, have appeared in print, online banners and OOH sites across Hong Kong.

The group hired six models and painted half of their faces in Chinese opera mask style for a lifestyle tour in the various hubs of the city over the weekend.

The group is also heavily pushing its PR coverage by launching a fashion show and exhibition in Harbor City to deliver its messages and increase public awareness.

ZenithOptimedia is handling media throughout the campaign while Can Create, a subsidiary of McCann Ericsson China, is responsible for PUMA's runway key art, and Flare Communications has been tasked to manage PR.