The Cologne Marathon is one of Germany's biggest running events. For PUMA, it was an opportunity to do something genuinely memorable - not just show up, but take over. cip marketing created a full brand weekend around the marathon that combined community, product experience and one of the most creative runner activations seen at a major race.

The Challenge

How do you stand out at a marathon where every brand is fighting for attention? PUMA needed a presence that connected with runners authentically - before, during and after the race - while delivering real product experience and generating genuine buzz. Not just a tent. A moment.

Our Approach

• PUMA hospitality truck as a hub of energy and brand atmosphere throughout the weekend
• Community Shake Out Run on the eve of the marathon bringing runners together
• NITRO™ Dinner on Saturday evening for partners, media and running community
• Cheering Zone at km 39 - runners could swap their old shoes for brand-new PUMA NITRO kicks for free and finish the race in new shoes
• End-to-end event production and management across the full marathon weekend

The Results

• A landmark PUMA brand moment at the Cologne Marathon
• The km 39 shoe swap became the talking point of the race - organic media and social buzz
• Strong community engagement through the Shake Out Run and NITRO™ Dinner
• Authentic product experience in the most credible setting possible: a real marathon