PUMA MOTORSPORT CAR CLUB

Axis Group partnered with PUMA to translate their high-speed philosophy into a lived experience. The strategy for PUMA Car Club 2024 was to create a cultural hub that resonated with both hardcore motorsport aficionados and the brand's core lifestyle audience.

‍

By designing an environment that balanced technical adrenaline with creative participation, guests were participants rather than spectators.

‍

The integration of hands-on stations—like custom engraving and boxing challenges—deepened the emotional connection to the brand, while the AW24 collection showcase reinforced PUMA’s status as a leader in the fusion of high-performance technical design and urban fashion.