On Monday night, global sport/lifestyle brand PUMA held an exclusive event in a secret London location ahead of today’s launch of their new line of football boots interestingly named 'Future' to mark the arrival of the newly implemented ‘Netfit’ technology in the footwear to give athletes almost endless possibilities in the lacing of the shoe to provide a more customisable experience on the pitch. The boots have an eye-catching design, boasting an almost fluorescent yellow with streaks of black and red on either side (pictured).
High profile brand ambassadors from London and across Europe were on hand to promote the new PUMA Future and provide entertainment to the lucky guests - including myself. Performances by the likes of DJ Jonzey and Krept & Konan and turned the Future Vault into a party atmosphere, while booming music, food and drinks enhanced the level of satisfaction for the invitees.
The PUMA Future Vault event was well organised and equally well executed with guests treated to a free giveaway of top quality sportswear free of charge as well as the chance to test out the new boots in a 2v2 cage tournament and other competitions. Some fans met and took pictures with guests such as French Afro Trap artist MHD and popular DJ Charlie Sloth (who also performed), while there was a surprise appearance by former Inter Milan teammates Mario Balotelli and Marko Arnautovic – who were unsurprisingly less keen to be pictured as the others.
Overall, the Future Vault was a brilliant show, enjoyable to football fans like myself and all others. Despite having restricted access, holding such events enables the German brand to further its reach and close the gap on market rivals such as Nike and Adidas, so it’s safe to say we can expect more open-to-public promotions in the not-too-distant future.
