RaceCation

As part of its F1 partnership, PUMA Motorsport once again called on SPK to support the social media coverage of the 2026 Miami Grand Prix. The challenge: shine a spotlight on the brand's presence through fan activations, cross-overs between different sports, and a performance-driven presence in the paddocks. SPK supported the build and execution of the social media strategy across several editorial territories: trackside presence, product integration, paddock behind-the-scenes, sport culture, running, football, golf, Miami aesthetics and fan experience — all to showcase PUMA's DNA across its different areas of expression. The activation called for live and near-live content production for Instagram and TikTok, including carousels, Reels, stories, reactive formats and co-created content with teams, drivers, ambassadors and brand partners. For the live content, we followed the RACECATION thread, highlighting the duality of the city as both a performance destination and a holiday spot. Part of the content volume produced is evergreen, tied to brand news and the broader sports landscape.