PUMA launches Southeast Asia’s first PUMA Palermo Pop-Up

Sportswear brand PUMA has launched its very first PUMA Palermo pop-up store in Southeast Asia in Bangkok, signaling the return of the Palermo, which is known to be one of PUMA's most iconic archive piece.

Called "Stadio Palermo", the pop-up store will greet visitors with a variety of installations and interactive features, including a large PUMA Palermo sneaker figure. Stadio Palermo aims to represent the universe of PUMA Palermo.

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Stepping into the space, visitors will get to engage with the pop-up's interactive features that were inspired by Palermo while paying homage to the coastal capital of Sicily, the place the Palermo was named after.

Stadio Palermo also features a functional life-sized foosball court, alongside tiered terrace stands that are synonymous with the terrace culture that the PUMA Palermo was made famous by. Guests will be able to immerse themselves in and interact with the foosball court by being the players themselves. 

The two storey Stadio Palermo also houses a shoe customisation workshop, curated by Thai artist Silapa Chantararat of Bad Rabbit Music From Heaven. Visitors who purchase a pair of PUMA Palermos will receive the opportunity to have their shoes individualised and customised by Chantararat.

“I am thrilled to unveil our inaugural PUMA Palermo pop-up in Bangkok, marking a historic first for Southeast Asia. Our vision is to immerse visitors in the rich Italian heritage of PUMA Palermo through an unforgettable, larger-than-life experience," said Eleanor Wang, director of marketing at PUMA Southeast Asia.

"With this pop-up, we're not just bringing back Palermo; we're creating a timeless, experiential journey that celebrates its status as a forever classic," she added.

Stadio Palermo was conceptualised, designed and executed in-house together with creative agency GOVT.  It also handled the communications that ran across Singapore and Thailand, spanning print, OOH, and digital.

“A brief like this doesn’t come by every day for a creative agency, especially more so when what we have created was literally what was proposed to PUMA three months ago," said Leon Lai, co-founder of GOVT.

"To see our proposal come to life was truly amazing, so a big thank you to PUMA for trusting us in this process and indulging us in our dreams,” he added.

This is not PUMA's first campaign activation in partnership with GOVT. The brand recently launched an activation at the Standard Chartered Singapore Marathon in 2023, where it featured its nitrogen-infused foam technology PUMA NITRO that delivers lightweight cushioning for runners at the marathon.

Additionally, GOVT also provided end-to-end brand, creative and activation solutions and delivered an engaging consumer experience to an estimated 50,000 runners through the distribution of race packs. The activation included a retail zone where consumers were able to purchase the PUMA NITRO range alongside PUMA running apparel while learning about how PUMA NITRO can complement one's running experience. 

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