Project location: New York, NY · Project context: 2018 · Prepared by POPUP from the project archive in October 2026.
The PUMA and Roland sneaker had a musical history to share. On 808 Day, displays, a documentary screening and a DJ setting connected footwear with the sound and design behind the collaboration.
How can a launch explain the connection behind a collaboration?
A collaboration is more compelling when people can experience the connection between its partners. Here, the relationship between footwear and music could be expressed through the whole room.
Build the launch around the shared language of sound and design. Connect the sneaker displays with audio equipment, use film to bring the heritage into focus and let music give the evening its energy.
Put the collaboration on display
Transparent cases raised the sneakers above a landscape of speakers and audio references. The display connected the product’s colors and design with its musical inspiration, giving guests a reason to look more closely.
Give the heritage a voice
A screening of the 808 documentary brought the drum machine’s story into the room. Film added context to the product encounter and connected the launch with the people and sounds behind the instrument.
Make music part of the experience
The DJ setup sat alongside the displays and the gathering, making sound a living part of the launch. Music and live hosting gave the event a rhythm beyond a conventional showroom visit.
Bring the room together
Product discovery, hospitality and conversation shared one environment. Guests could move between the displays and the gathering while remaining inside the same visual and musical world.
The planning lesson
Give guests a reason to understand the connection between the partners. Product displays show the design; film and sound can add context. Plan how visitors move between these encounters so the launch feels like one story throughout the room.
Who delivered the experience
POPUP coordinated the physical launch with SkyHigh Entertainment, spanning venue and event production, branded displays and signage, guest operations and music programming support.
PUMA × Roland product collaboration. Event delivered in collaboration with SkyHigh Entertainment; 808 film by You Know Films.
What the experience made possible
The gathering linked PUMA and Roland’s collaboration with music heritage, film and a live guest experience.
Project questions
Where did the experience take place?
PUMA × Roland: New York, NY.
What was the delivery scope?
Launch production; Product display & signage; Venue coordination; Guest operations; Music programming support.
Explore related work
Further reading
For the wider event and campaign context:
