PUMA

Cutting-edge digital OOH campaign promotes the launch of NBA superstar and Rookie of the Year LaMelo Ball’s first PUMA signature basketball sneaker, MB.01.

The signature shoe, co-designed by LaMelo Ball, was supported by an out-of-this-world OOH campaign that features Augmented Reality (AR) experiences on strategically located JCDecaux digital bus shelters in New York City and laser projections in Charlotte, North Carolina executed by National Experiential.

The idea that phenom LaMelo Ball is ‘not from here’ drove the AR concept that brings an interstellar experience to life in the surrounding streetscape, fully marrying message and environment. The takeover of specific NYC placements features the latest AR technology and is intended to stop pedestrians in their tracks, prompting engagement and creating a meaningful moment for PUMA and consumers.