Puma Nitro Lab
- Client
- Puma
- Industry
- Fashion & Luxury
- Output
- Experiential
- Services
- Experiential, Production Services
For one night in Los Angeles, Puma opened the Nitro Lab to reveal the Ultra Nitro 7 sneaker. DE-YAN built and designed a charged red lab as a journey through distinct zones. Guests started in a locker-room-style corridor which led to a timeline wall tracing the evolution of Nitro. At the center sat a custom-engineered hero capsule, a suspended industrial chamber set against a full LED wall that unpacked the boot’s construction live. Concrete plinths and frosted display cases previewed upcoming products, while a DJ booth rounded out the space.
The Nitro Lab became Puma's strongest kit line up to date. It earned over 50 million PR impressions, with coverage in WWD and Sports Illustrated.
