Meta x Puma: World’s Smallest Gym

The background

Fitness dreams often get stuck in reality’s gym bag. Unpredictable weather, busy schedules, and intimidating environments leave good intentions gathering dust. Recognising this struggle, Meta and Puma, leaders in their respective fields, joined forces to revolutionise how people approach fitness through an innovative pop-up experience that utilises the Quest 3’s mixed reality capabilities.

The execution

Launching strategically during the post-holiday slump when gym memberships typically dwindle, we collaborated with Meta, Puma, AMV BBDO and BBDO Germany to create The World’s Smallest Gym.

When visiting the PUMA flagship store, The East Side Mall, and The Mall of Berlin, participants could step into a 2m x 2m space transformed into an immersive fitness haven, powered by Meta Quest 3’s cutting-edge mixed reality technology. Users could enjoy virtual boxing, HIIT, and Zumba workouts – all within this compact, accessible space.

Our custom-designed, branded LED grid and pod, produced and installed with our partners at beMATES, created the immersive portal to these virtual fitness worlds. As a memento, guests could even grab shareable images using a handy QR code.

Before the public launch, Meta surprised sports influencers in Germany with a special event, inviting them down to try out the experience. Each influencer received a beautiful box, personalised with a mini locker packed with custom stickers, 3D printed models of the Quest headset, Puma gear, and more.

To drum up excitement, we also projected eye-catching QR codes on the floor of The East Side Mall, and The Mall of Berlin. Shoppers could easily scan it to book a slot and be among the first to experience the activation.

The results

The World’s Smallest Gym campaign not only highlights the potential of mixed reality in the fitness industry but also paves the way for future collaborations that prioritise accessibility, engagement, and ultimately, a healthier and more active lifestyle for everyone.