PUMA Presents: 808 Day Sneaker Launch Event

A guest holds a drum machine while seated among speakers at PUMA’s 808 Day event.

A PUMA sneaker is displayed in a clear case beside speakers at the 808 Day launch.

PUMA and Roland logos on a glass entrance frame the 808 Day event space.

Guests pose beside a red telephone booth at PUMA’s 808 Day event.

Guests gather among speaker displays in the brick-walled PUMA 808 Day event space.

A sneaker launch rooted in sound.

PUMA, Roland and Warner Music came together for an 808 Day celebration in New York. POPUP created an experience around the RS808 sneaker and its connection to the musical legacy of Roland’s drum machines.

Music history, made physical.

Custom merchandising and product displays paired the sneaker with vintage Roland drum machines, studio equipment and original audio gear. The environment connected the product’s design language to the instruments that inspired it.

Programming included a screening of 808 with director Alex Noyer and music from DJ Enuff. A McLaren wrapped in Roland orange and hospitality from VDKA 6100 carried the visual identity and energy through the event.

A product with a story to explore.

The launch gave guests more than a display of a new sneaker. It placed the collaboration within a recognizable world of music, design and culture, with shared references linking the product and the audience.

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