Having entered Vietnam in late March, Puma has identified the country as a high-potential market in its regional growth strategy. The fifth season of VnExpress Marathon Hanoi Midnight was the brand’s first official race partnership.
Puma showcased its products, interactive experience zones, and its "Go Wild Hanoi" spirit throughout the race weekend.
The expo at Thong Nhat Park was designed around Puma’s logo and bold color palette, emphasizing freedom and individuality.
A booth modeled as a giant Puma shoe box became a main highlight. This structure drew thousands of runners who stopped to take photos and check in before race day.
Inside the shoe-box booth, Puma displayed its latest collections, placing a strong focus on the performance-oriented Nitro line.
In a first for Vietnam, the brand introduced a brainwave measurement zone. Here, runners could experience their own movement translated into vivid digital graphics.
The device recorded runners’ brain activity using three main wave types - Beta, Alpha, and Theta - which reflect levels of alertness, relaxation, and the desired "flow state" during exercise. The data was processed into moving visual artworks that directly mirrored each runner’s mental state. Since every stride created a unique pattern and story, each output was different.
Over two days, Nov. 28–29, more than 5,000 visitors tried the brainwave experience.
Beyond entertainment, nearly 50 runners, including pacers, Puma elite team members, and other athletes, joined a 3-kilometer run around Thong Nhat Park on the afternoon of Nov. 28.
The elite squad representing Puma included Dan Quyet, Huynh Anh Khoi, Nguyen Van Khang, Pham Thi Hong Le, and Hanh Nguyen. All are recognized for strong records and regularly appear among top finishers in overall and age-group rankings. The elite team wore coordinated outfits with purple shirts, black shorts, and either the FAST-R NITRO Elite 3 or Deviate Nitro Elite 3 shoes.
Puma also created a dedicated, brightly colored zone near the finish area. Official photographers were stationed here to help runners capture memorable emotions during the night race.
After crossing the finish line, athletes could visit Puma’s check-in area to preserve their race moments. By entering their bib numbers, runners saw their official results displayed alongside their names on a large screen. This feature is similar to models used at major international marathons.
The Puma representative said the brand views this activation as extending beyond a single night in Hanoi. Instead, Puma aims to bring the “Go Wild” spirit to runners across Vietnam.
“Our biggest goal is to help every runner reach ‘Runner’s High’—the peak moment when they truly understand and feel proud of themselves,” the representative said.
