Project location: Atlanta History Center · Atlanta, GA · Project context: 2018 · Prepared by POPUP from the project archive in October 2026.
PUMA's REFORM launch at the Atlanta History Center centered on people and their convictions. The discussion brought Meek Mill, Skylar Diggins-Smith and Tommie Smith together within a branded guest environment.
How can event production support a people-led brand platform?
For a platform centered on people and their convictions, the live setting needs to make space for listening. The discussion and the imagery gave the launch its focus.
Carry the platform’s identity through the room, from its large-scale typography to its portraits and seated discussion. Let the people and the conversation remain the main event.
Set the room around the conversation
A seated stage placed the discussion at the center of the launch. Campaign imagery framed the speakers, while the intimate room brought the audience close to the conversation.
Carry the platform beyond the stage
Large #REFORM lettering and framed imagery extended the identity into the guest environment. The installation connected the gathering with the people and ideas represented by the campaign.
Bring the voices together
The launch brought Meek Mill, Skylar Diggins-Smith and Tommie Smith into a shared conversation. A live discussion made the platform’s themes part of a shared experience in the room.
The planning lesson
Begin with listening conditions: seating, sightlines and the relationship between audience and speakers. Carry the campaign identity into the room while giving the conversation the space it needs. Be precise about launch support and ownership of the wider platform.
Who delivered the experience
POPUP supported the Atlanta launch, helping bring PUMA’s platform into a live setting for discussion and guest engagement.
PUMA owns the #REFORM platform and ambassador program. POPUP’s role: Atlanta launch support.
What the experience made possible
The launch brought PUMA’s ambassadors and guests together around the purpose and voices behind REFORM.
Project questions
Where did the experience take place?
PUMA: Atlanta History Center · Atlanta, GA.
What was the delivery scope?
Brand launch support; Live event experience; Branded guest environment.
Explore related work
Further reading
For the wider event and campaign context:
