PUMA Running – The 20K Challenge of Hamza

To promote its NITROTM running product range and the launch of its new Magnify NITRO 2 pair, we created a authentic influencer campaign for PUMA, highlighting the special characteristics of this pair, which is adapted to all types of runner. Through the character of @Hamzandwichs, a content creator from Marseilles, we wanted to tell the story of a new runner who sets himself the crazy challenge of taking part in a 20km race, renowned for its difficulty. For 3 months, SPK Activate teams followed Hamza's preparation, during which he managed to combine weight loss with the discovery of running, while going through the inevitable phases of injury and self-doubt. This operation, deployed in social media but also relayed by the local press, brought authenticity and credibility to the brand in the running category.