Puma creates AI Athlete to launch its new Hybrid range and campaign via M&C Saatchi Melbourne

To launch Puma’s new Hybrid range of apparel and footwear, M&C Saatchi Melbourne has created ASTRO, the ultimate hybrid athlete.

 

Says Emma Robbins, ECD, M&C Saatchi Melbourne: “The Puma Hybrid is a cross-trainer for people who don’t train one way. They’re unexpected in where and how they work out. We wanted to create an unexpected idea that celebrated that. So we made ASTRO. As he grows and evolves, so does the idea. He looks pretty sharp in the shoes too.”

ASTRO is the perfect ambassador for Puma’s Hybrid range, built in conjunction with Current Studios. The AI athlete is the product of an ambitious technology platform that utilises artificial intelligence and machine learning to assess people’s movements, evolving its ability accordingly.

Says Steve Martel, VP of creative technology, Current Studios: “ASTRO represents the most complicated physical AI experience ever produced. Users can train ASTRO in a variety of disciplines including power, agility and strength. The more people who train ASTRO, and the better their form, the better ASTRO will become.”

Puma athletes including Scott Pendlebury, Renae Ingles, Sydney Stack and Katie Brennan have already progressed ASTRO’s ability in a number of different exercises and Astro is forever evolving, session by session, skill by skill and will continue until every movement is mastered.

Says Neysa Goh, head of marketing – Oceania, Puma: “Puma has always had a strong focus on training and the Hybrid product has been specifically designed for a generation that wants to train, however, wherever and whenever they want. ASTRO brilliantly brings this proposition to life.”

Puma ambassadors and fans in Melbourne had the first chance to train ASTRO as part of live activations hosted at Chadstone Shopping Centre.

ASTRO is now trainable via the Puma Hybrid website. He’s also teamed up with Puma ambassadors for the roll-out of the campaign which spans out-of-home, online, in-store and social.

Client: Puma
Head of Marketing – Oceania: Neysa Goh
Marketing Manager – Sport: Simon Hall

Agency: M&C Saatchi
CCO: Cam Blackley
ECD: Emma Robbins
CD: Russel Fox
Head of Integrated Production: Gene Kingi
Designers: Jessica Ramsey, Richard Sellies
Account Director: Josh Eaton
Account Manager: Kara Blair
Producer: Tony Le
Strategist: Ryan Smith

Production
Agency: Current Studios
Agency: Positive Ape