Sportswear giant Puma has joined forces with Out-of-Home media company JCDecaux to launch a new campaign for its Nitro running range, featuring a 'Treadmill billboard' linked to the iconic JCDecaux Young and Jackson billboard in Melbourne.

The 'Treadmill billboard' allowed passersby to trial the new Nitro range on a treadmill, with their reactions captured in real-time.

After trying out the shoes, participants were surprised by Australian athlete Nedd Brockmann, with their reactions displayed on the billboard. The campaign was developed and managed by Puma's creative agency, Bursty, with media managed by Havas.

The 'Treadmill billboard' is part of Puma's recent “Chase that Feeling” campaign to promote the new Nitro range and support its recent launch into rebel.

Puma Oceania’s Director of Marketing, Neysa Goh, said: “We know experiencing product is the best way to convert customers. Combining product trial, with the surprise of meeting Nedd Brockmann and seeing yourself on one of the most iconic billboards in Melbourne, is a great way to engage with customers on a new level, and create a memorable and shareable moment.”

Nedd Brockmann, who first made headlines in 2022 after running 4000kms across Australia for charity, is an ambassador for the Nitro range. Puma is a leading sports brand that designs, develops, sells and markets footwear, apparel and accessories.

JCDecaux is the number one Out-of-Home media company worldwide, with more than 1 million advertising panels in over 80 countries.

Sales Director – VIC, JCDecaux, Kristian Muhllechner, said: “Partnering with Puma and Nedd to bring their Nitro range to life through such an innovative and interactive activation, is a great example of how Out-of-Home can create memorable, real-world experiences. The combination of product trial, digital engagement, and the iconic location, showcases the unique impact this medium can deliver.”