PUMA Hosts Special Event 'THE FUTURE OF FAST' Featuring Usain Bolt and Top Athletes

PUMA's 'THE FUTURE OF FAST' Event: A Celebration of Speed

PUMA Japan Inc. recently held a two-day special event in Tokyo themed 'THE FUTURE OF FAST', highlighting the brand's commitment to innovation and speed in sports. This event took place on September 11 and 12, aligning with the global campaign 'GO WILD', in anticipation of the upcoming international athletics competition in Tokyo in 2025.

Day 1: A Star-Studded Discussion on Speed

On September 11, the PUMA Brand Center in Tennoz Isle was transformed into a hub for athletic excellence as world-renowned athletes, including the legendary Usain Bolt, gathered for a special talk event. Bolt, celebrated as the fastest man on Earth, was joined by other elite athletes such as pole vault world record holder Armand Duplantis, rising sprint star Julian Alfred, and marathoner Amanal Petros.

Insights from PUMA's Leadership

Erin Longin, Vice President of PUMA, kicked off the event by discussing how the brand continuously seeks to break limits with the help of athletes. "Tokyo is a center of innovation, and it's significant for us to showcase PUMA's advancements here," she emphasized. Longin also revealed findings from recent research, estimating that if Bolt had worn PUMA's latest high-tech shoes, he could have completed the 100 meters in an astounding 9.42 seconds. Bolt humorously nodded in agreement, noting the potential impact of modern technology on his historic performance.

Celebrating a Legacy

Bolt reflected on his illustrious career, mentioning, "I never aimed to break records; my focus was simply on winning. That dedication led to my record-breaking achievements." Responding to the longevity of his world records, he stated, "All records can eventually be broken. However, no athlete currently seems capable of surpassing mine, and I am not worried about that at all." He also expressed excitement for Japan’s relay team, stating, "The 400-meter relay always brings drama, and I’m eager to see how strong the Japanese team will be."

Encouraging young Japanese athletes, Bolt advised, "Work hard, believe in yourself, and don’t let others tell you it’s impossible. If you commit fully, you’ll achieve your goals."

Day 2: The NITRO LAB Experience

Moving onto September 12, attendees were treated to an immersive experience at the PUMA HOUSE TOKYO in Omotesando, where the 'NITRO LAB' showcased the latest footwear innovations, including unreleased concept models. Visitors could witness firsthand the technology that top athletes use for performance data collection.

PUMA Japan's President, Midorisa Inoue, spoke about how the brand has significantly expanded its running category since its re-entry in 2021. He noted the integration of NITRO™FOAM technology, which has proven to enhance athlete performance and supported events like the Tokyo Marathon and Hakone Ekiden. Inoue also speculated that had Bolt access to the technology now available, he might have set even more incredible records.

Innovation for the Future

Roman Girard, PUMA's Global Innovation Vice President, explained the challenges of creating breakthrough products and how they continually rely on athlete feedback to refine their designs. He aimed to illustrate how PUMA not only wants to support athletes in overcoming limits but also intends to be a leader in the industry’s innovation journey.

Among the highlights of the exhibit were the flagship racing shoe, the 'FAST-R NITRO™ Elite 3', and the debut of the 'FAST-XP Collection', which includes models inspired by record-breaking athletes like Karsten Warholm and Armand Duplantis. This was a unique chance for attendees to glimpse the future of speed in running shoes.

Consumer Interaction with Usain Bolt

The festivities culminated later that evening at the PUMA store on Harajuku's Cat Street, where Bolt engaged with fans during the 'PUMA GO WILD RUN TOKYO' event. The excitement of the fans filled the venue as Bolt shared his admiration for Japanese culture, saying, "I love Japan! If I had to move, I would choose Japan!" He expressed anticipation for the upcoming international athletics competition in Tokyo, marking it as his first time experiencing it as a spectator.

In his heartfelt closing message to local fans, he urged them to enjoy sports and believe in themselves, emphasizing that while challenges arise, persistence is key.

Following the event, enthusiastic fans participated in a trial run event in Yoyogi Park, wearing the latest 'FAST-R NITRO™ ELITE 3' shoes, interacting with Bolt who cheered them on with high-fives and encouragement.

Event Recap

PUMA 'THE FUTURE OF FAST' Overview:

- Date: September 11, 2025
- Location: PUMA Brand Center, Tokyo
- Featured Athletes: Usain Bolt, Armand Duplantis, Julian Alfred, Amanal Petros, Erin Longin
- Program: Insights into PUMA's innovation, athlete discussions, and a Q&A session.

PUMA 'NITRO LAB' Overview: