Puma’s new campaign does not feature a sports superstar, nor is it an ode to the performance or physical power of the human body. On the other hand, and in line with the repositioning undertaken at the beginning of last year, it is an invitation to calm and connection with the environment led by 40 Buddhist monks.

Puma India has collaborated with the inhabitants of Thiksey Monastery, in the territory of Ladakh, to promote its new Deviate Pure Nitro trail shoes. Under the title “Meditation in Motion”, the brand explores the connection between meditation and sports such as running or hiking.

To do this, Puma has dressed the 40 monks of the monastery with its sneakers, and collected their vision and experience about the relationship between both disciplines and how they help them in their activities and work. The campaign is presented with an audiovisual piece in which the monks express how the act of walking and strolling is part of their daily lives and how it helps them exercise breathing.

Original post by Puma India on Instagram

In addition, the campaign includes a photo shoot that plays with contrast, showing the monks wearing sunglasses and slippers, but also their traditional robes. The monastery and landscape of Ladakh as a backdrop also connects the brand with the environment, as well as with the values ​​of Buddhism and respect for the environment.

The brand is also reinforced by the local connection. “At Thiksey Monastery, a parallel between meditation and running comes true. Through the Ladakh Marathon, we discovered a connection with the monks of Leh, revealing the dedication and discipline shared in both practices“, the brand explained on Instagram. “By uniting these worlds, we celebrate the essence of Ladakh: its culture, its traditions and the unbreakable spirit of its people”.

The message is launched within the framework of the celebration of the 13th edition of the Ladakh Marathon, which will take place between September 10 and 13 and in which the brand acts as a sponsor. It is the highest altitude competition in the world, which can test both the serenity and endurance of the participants. The ultra category of the race goes up to 5,366 meters in the Khardung Pass.

“The Ladakh race is incredibly special, and during our three years of collaboration with the Ladakh Marathon, we have experienced first-hand the mental toughness it demands.“commented Ramprasad Sridharan, Managing Director, Puma India, according to Branding Asia. “As a sports brand firmly committed to growing the running ecosystem, we wanted to capture the less visible facet of running: the mindset that kicks in when the miles fade and everything else fades into the background.”.

The campaign, which addresses issues such as learning to calm the mind or stay present in the moment, reinforces Puma’s differential positioning in a category that has traditionally focused on the performance of both the material and the sports lovers. Compared to Nike or Adidas, which maintain these visions, Puma has chosen to approach sports practice from enjoyment and natural integration into people’s routines.