Overview SOUNDWALK and PUMA announce TRAINAWAY audio guides —a unique, multidimensional, interactive fitness experience for fashion-forward business travelers. Client’s Profile Sports, Fashion & Lifestyle Established in Herzogenaurach, Germany in 1948, PUMA focuses on bringing distinctive designs and a global outlook to each product range by blending influences of sport, lifestyle and fashion. PUMA’s unique industry perspective delivers the unexpected in sport lifestyle footwear, apparel and accessories, through technical innovation and revolutionary design.PUMA emphasizes distinctiveness, individualism, spontaneity, internationalism and sporting heritage. An important part of PUMA’s brand strategy is maintaining vigilant watch over distribution channels, ensuring a high level of desirability through successful collaborations with unique and creative cultural trendsetters including Phillipe Starck, Alexander MacQueen, EVISU, SOUNDWALK, and others. Goal While PUMA provides forward thinking fashions, SOUNDWALK provides the action. A one hour synchronized audio workout in the park training with an actress or filmmaker who lives in the city —and their personal running coach. Together they design your running course, offer tips to improve your skills, and weaving it all together with edge sounds and an insider’s insight into the beat of the city. “The TRAINAWAY collection addresses the needs of busy people. It is a stylish break from traditional running attire… Combined with the added intelligence of the SOUNDWALK audio guide, TRAINAWAY interacts with a whole new set of athletic, design savvy consumers.” —Antonio Bertone, Global Director of Brand Management, PUMA. Goal continued “With the PUMA TRAINAWAY series, the focus was on creating the ultimate interactive sport experience,” said Stephan Crasneanscki, founder of SOUNDWALK. “Our goal was to create the ultimate guide for travelers who want an enjoyable and easy to reach workout, while on the road.” Achievement Through SOUNDWALK’s expertise, PUMA embedded pervasive digital media within the TRAINAWAY sport lifestyle concept —specifically, as indoor and outdoor audio running guides for London, New York, Paris and Berlin. For use with any digital audio player, the TRAINAWAY runs provide a unique, multidimensional, and sonically stimulating workout while simultaneously interacting with the cultural landscape of each international city’s urban terrain. Narrated by local celebrities and athletes, the four outdoor runs tour some of the world’s finest metropolitan landscapes: the Tiergarten in Berlin, Hyde Park in London, Central Park in New York and Blois De Bologne in Paris. An actress or filmmaker from each city —Berlin’s Jessica Schwarz, London’s Katy Hill, New York City’s Zoe Cassavettes, and Paris’ Aissa Maiga— introduce the runner to their town, highlighting landmarks, cafes, and secret histories while their personal coaches give you tips to improve your run. Bundled with each running guide is a fold-out map of the course for reference that can be stored in the shoe. The indoor runs are designed for treadmill and include training tips as well as information about the city sights, shopping, restaurants and nightlife. Each 4-6 mile run is a perfectly synchronized running experience, crafted to the pace of an 8 minute mile. Sold as a kit or as separate components, the purchase of one TRAINAWAY garment comes with access to one downloadable MP3 run. Rights to all eight runs come with the purchase of a complete TRAINAWAY kit. Results PUMA’s TRAINAWAY launched online and at select retailers, globally, in May 2006. In that month over 150,000 TRAINAWAY audio runs were downloaded. TRAINAWAY packages are currently sold worldwide at Puma Stores, Black Station, W Hotels, Hyatt Hotels and online at trainaway.puma.com.
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