To launch Puma’s new Hybrid range of apparel and footwear, M&C Saatchi Melbourne has created a 'hybrid athlete' called Astro.

M&C Saatchi Melbourne ECD Emma Robbins said: “The Puma Hybrid is a cross-trainer for people who don’t train one way. They’re unexpected in where and how they work out. We wanted to create an unexpected idea that celebrated that. So we made Astro. As he grows and evolves, so does the idea. He looks pretty sharp in the shoes too.”

Built in conjunction with Current Studios, the AI athlete harnesses a technology platform that utilises artificial intelligence and machine learning to assess people’s movements, evolving its ability accordingly.

“Users can train Astro in a variety of disciplines including power, agility and strength," said Current Studios VP of creative technology Steve Martel. "The more people who train Astro, and the better their form, the better Astro will become.”

Puma athletes including Scott Pendlebury, Renae Ingles, Sydney Stack and Katie Brennan have already progressed Astro’s ability in a number of different exercises and Astro is forever evolving, session by session, skill by skill and will continue until every movement is mastered.

Neysa Goh, Puma's head of marketing in Oceania, said: “Puma has always had a strong focus on training and the Hybrid product has been specifically designed for a generation that wants to train, however, wherever and whenever they want. Astro brilliantly brings this proposition to life.”