Puma Unveils Yard Experience During Games
Global sportlifestyle brand Puma has announced that The Boiler House, part of the Old Truman Brewery on Brick Lane in Shoreditch, East London, will be transformed into the Puma Yard this summer to celebrate the global sporting events taking place this July and August in London.
For 17 days and nights during the Games, the Jamaican-themed Puma Yard will offer a convergence of sports, music and lifestyle activities.
Puma is the long-term partner of the Jamaica Olympic Association and the Jamaica Track & Field team including three-time Olympic gold medal winner Usain Bolt.
‘From Puma Social parties to amazing live music acts to sports viewing and sports events for aspiring athletes and After Hours Athletes, alike, the Puma Yard caters to anyone wanting to enjoy the Games with a cool drink in a relaxed Jamaican atmosphere,’ said Franz Koch, CEO of Puma SE. ‘We intend to be the hottest spot in London this summer.’
‘Given its relevance and its standing as an iconic and cultural area of London, Brick Lane was the ideal location for Puma Yard,’ added Tony Ward, general manager of Puma UK. ‘Puma Yard, like Puma, will be the perfect mix of sport and lifestyle to help Londoners get to know all that the brand stands for and its rich Jamaican heritage.’
Free to the public and open from Friday, 27th July to Sunday 12th August, 2012, the 479,160 square foot Puma Yard comprises an indoor Puma Social Club and an outdoor Back Yard.
The Back Yard, which can accommodate 500 guests at a time, will feature Kingston-inspired food stalls serving authentic Jamaican cuisine, a Beach Bar with music and entertainment, recreational areas, giant TV screens so fans can cheer on the athletes and the Puma Speed Test where consumers can test their speed against the record setting 9.58 dash of the world’s fastest man, Usain Bolt.
Also situated within the Back Yard is the Puma QUAD, a retail space built from four 40-foot shipping containers, featuring a multi-level shopping experience complete with a rooftop deck bar
Puma Yard doors open each day at noon for the afternoon session and at 19:00 each evening for the evening session. Admission is free but advance ticketing is required.
To get in on the action, fans must visit www.puma.com/yard and register for access. Digital tickets can be printed from home or scanned from a smart phone at the point of entry. Registration begins today, June 19th, 2012.
Headlining the grand opening of the Puma Yard, just in time for the Games’ Opening Ceremonies on 27th July is the talent of London based electronic dance music heavyweights Groove Armada.
