Meta x Puma: World’s Smallest Gym

Why

Fitness barriers like unpredictable weather, busy schedules, and daunting gym environments prevent many people from maintaining an active lifestyle. Meta and Puma, both leaders in their industries, recognized these challenges and sought to make fitness more accessible and engaging. By leveraging Meta's mixed reality technology, the goal was to provide an innovative, immersive solution that would inspire people to reimagine their fitness routines and overcome the usual obstacles.

What is this...

The project culminated in the creation of "The World’s Smallest Gym," a 2m x 2m mixed reality pop-up fitness experience, powered by the Meta Quest 3 headset. This compact space allowed users to participate in a variety of virtual workouts, including boxing, HIIT, and Zumba. The experience was installed at key Puma locations in Germany, including flagship stores and popular malls, offering an accessible and engaging way for people to work out in a fun, high-tech environment. The campaign also involved pre-launch events for influencers, creating excitement and anticipation ahead of the public reveal.

HOW…

The experience was executed in collaboration with Meta, Puma, AMV BBDO, BBDO Germany, and beMATES. A custom LED grid and pod design helped transport participants into immersive fitness environments. Influencers were invited to exclusive events, receiving personalized gifts to build hype. Additionally, QR codes projected on the floor of high-traffic locations allowed shoppers to easily book a slot for the experience. We designed a custom control interface to enable the hosts to control the lighting, music cues, and the capture of shareable moments by two cameras placed in the booth. Users were given a 5-character code after the experience that could be used to claim the pictures and boomerangs afterward via the website. This meticulous planning and execution successfully promoted accessibility and engagement, highlighting the potential of mixed reality in the fitness world.

CLIENT: PUMA & META

DESIGN: UNIT9

ENGINEERING: UNIT9

MY ROLE: Tech Lead