{"id":900112,"date":"2026-10-05T14:48:15","date_gmt":"2026-10-05T14:48:15","guid":{"rendered":"https:\/\/popupagency.com\/?p=900112"},"modified":"2026-10-05T14:48:15","modified_gmt":"2026-10-05T14:48:15","slug":"puma-reform-designing-a-launch-around-conversation","status":"publish","type":"post","link":"https:\/\/popupagency.com\/index.php\/2026\/10\/05\/puma-reform-designing-a-launch-around-conversation\/","title":{"rendered":"PUMA REFORM: designing a launch around conversation"},"content":{"rendered":"\n<style>\n.pua-blog-article{max-width:780px;margin:0 auto;text-align:left;font-family:var(--e-global-typography-text-font-family,\"Radio Canada\"),sans-serif;font-size:18px;line-height:1.75;color:inherit}\n.pua-blog-article *{box-sizing:border-box}.pua-blog-article p{margin:0 0 1.25em}\n.pua-blog-article h2{font-family:var(--e-global-typography-primary-font-family,\"Radio Canada Big\"),sans-serif;font-size:clamp(25px,3vw,34px);line-height:1.2;letter-spacing:-.02em;text-transform:none;margin:2em 0 .7em;color:inherit}\n.pua-blog-article h3{font-size:21px;line-height:1.35;text-transform:none;margin:1.5em 0 .6em;color:inherit}\n.pua-blog-article a{color:inherit;font-size:inherit;text-decoration:underline;text-underline-offset:4px}.pua-blog-article a:hover{font-size:inherit;color:inherit}\n.pua-blog-article a:focus-visible{outline:3px solid #d6e540;outline-offset:5px}\n.pua-blog-article .pua-answer{font-size:1.16em;line-height:1.6}.pua-blog-article .pua-context{font-size:14px;line-height:1.6;opacity:.8;border-bottom:1px solid #424242;padding-bottom:20px}\n.pua-blog-article figure{margin:30px 0}.pua-blog-article img{display:block;width:100%;height:auto;border-radius:12px}.pua-blog-article figcaption{font-size:14px;line-height:1.5;opacity:.8;margin-top:12px}\n.pua-blog-article .pua-brief{padding:24px;border:1px solid #555;border-radius:14px;margin-top:35px}.pua-blog-article .pua-brief h2{margin-top:0}\n.pua-blog-article ul{padding-left:1.3em}.pua-blog-article li{margin-bottom:.6em}\n@media(max-width:600px){.pua-blog-article{font-size:17px}.pua-blog-article .pua-answer{font-size:19px}.pua-blog-article .pua-brief{padding:20px}}\n<\/style>\n<div class=\"pua-blog-article\">\n<p class=\"pua-context\">Project location: Atlanta History Center \u00b7 Atlanta, GA \u00b7 Project context: 2018 \u00b7 Prepared by POPUP from the project archive in October 2026.<\/p>\n<p class=\"pua-answer\">PUMA&#x27;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.<\/p>\n<h2>How can event production support a people-led brand platform?<\/h2>\n<p>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.<\/p>\n<p>Carry the platform\u2019s 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.<\/p>\n<figure><img loading=\"lazy\" src=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/09\/pua-work-puma-reform.webp\" alt=\"The #REFORM launch room at the Atlanta History Center, before the discussion \u00b7 October 2018.\" loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"933\"><figcaption>The #REFORM launch room at the Atlanta History Center, before the discussion \u00b7 October 2018.<\/figcaption><\/figure>\n<h2>Set the room around the conversation<\/h2>\n<p>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.<\/p>\n<h2>Carry the platform beyond the stage<\/h2>\n<p>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.<\/p>\n<h2>Bring the voices together<\/h2>\n<p>The launch brought Meek Mill, Skylar Diggins-Smith and Tommie Smith into a shared conversation. A live discussion made the platform\u2019s themes part of a shared experience in the room.<\/p>\n<h2>The planning lesson<\/h2>\n<p>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.<\/p>\n<h2>Who delivered the experience<\/h2>\n<p>POPUP supported the Atlanta launch, helping bring PUMA\u2019s platform into a live setting for discussion and guest engagement.<\/p>\n<p>PUMA owns the #REFORM platform and ambassador program. POPUP\u2019s role: Atlanta launch support.<\/p>\n<h2>What the experience made possible<\/h2>\n<p>The launch brought PUMA\u2019s ambassadors and guests together around the purpose and voices behind REFORM.<\/p>\n<h2>Project questions<\/h2>\n<h3>Where did the experience take place?<\/h3>\n<p>PUMA: Atlanta History Center \u00b7 Atlanta, GA.<\/p>\n<h3>What was the delivery scope?<\/h3>\n<p>Brand launch support; Live event experience; Branded guest environment.<\/p>\n<h2>Explore related work<\/h2>\n<ul><li><a href=\"https:\/\/popupagency.com\/index.php\/2026\/07\/27\/puma-reform-x-meek-mill-event-pop-up\/\">PUMA project story<\/a><\/li><li><a href=\"https:\/\/popupagency.com\/index.php\/2026\/07\/27\/puma-presents-808-day-sneaker-launch-event\/\">PUMA \u00d7 Roland project story<\/a><\/li><li><a href=\"https:\/\/popupagency.com\/index.php\/2026\/07\/27\/sonys-certified-records-x-culturecon-pop-up\/\">Sony Music \/ Certified project story<\/a><\/li><\/ul>\n<h2>Further reading<\/h2>\n<p>For the wider event and campaign context:<\/p><ul><li><a href=\"https:\/\/about.puma.com\/en\/newsroom\/corporate-news\/2018\/06-10-2018-puma-launches-reform-drive-social-change\">PUMA Newsroom: PUMA launches #REFORM to drive Social Change<\/a><\/li><\/ul>\n<aside class=\"pua-brief\">\n<h2>Planning a similar experience?<\/h2>\n<p>Tell us who you want to reach, where the experience needs to happen and what you want guests to do. We can help connect the idea with the space, production and operating plan.<\/p>\n<p><a href=\"https:\/\/popupagency.com\/index.php\/contact\/#form\">Talk with POPUP about your brief<\/a><\/p>\n<p><a href=\"https:\/\/popupagency.com\/index.php\/services\/\">Explore our experiential services<\/a> \u00b7 <a href=\"https:\/\/popupagency.com\/index.php\/blog\/\">More ideas from the work<\/a><\/p>\n<\/aside>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>A live launch at the Atlanta History Center brought PUMA\u2019s #REFORM platform into the room with Meek Mill, Skylar Diggins-Smith and Tommie Smith.<\/p>\n","protected":false},"author":4,"featured_media":15531,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_angie_page":false,"page_builder":"","footnotes":""},"categories":[51],"tags":[],"class_list":["post-900112","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>PUMA REFORM: designing a launch around conversation | POPUP<\/title>\n<meta name=\"description\" content=\"A live launch at the Atlanta History Center brought PUMA\u2019s #REFORM platform into the room with Meek Mill, Skylar Diggins-Smith and Tommie Smith.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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