Agency Network: 
April 2016


When everybody is making wearable tech to help people monitor their performance, Global Sports Brand PUMA created a raceable tech gadget to improve the performance of runners in real-time.
Introducing The PUMA BeatBot - a programmable, self-driving, line-following robot that inspires runners of all levels to push harder by giving them a real visual target to beat, not just the time on a stopwatch.
Runners can enter the time and distance of the race they want to replicate, place the unit on the starting line of a track and go. The BeatBot will then pace out the programmed race. It allows runners to race their own best time, their rival’s best time and even Usain Bolt’s best time. With a top speed of 44kmh, BeatBot can recreate Bolt’s record-shattering 100m dash, giving runners a chance to experience firsthand just how fast the world’s fastest man can go.

Ambient advertisement created by JWT, United States for Puma, within the category: Fashion.

Advertising Agency: JWT, USA
Executive Creative Directors: Florent Imbert, Emmanuel Lalleve
Creative Director: Karl Ackermann
Senior Art Director: Ben Morejon
Senior Copywriter: Andrew Curtis
Chief Creative Officers, New York: Brent Choi, Adam Kerj
Planning Director: Rik Mistry
Director of Digital: Jennifer Usdan McBride
Executive Producer: Jason Curtis
Senior Producer: Chris Klein
Assistant Producer: Thomas Mishra
Project Manager: Kristin Robinson
Global Business Director: Greg McConnell
Account Director: Chris Burgess
Account Manager: Caroline Morse
Directors of Photography: Danny Dwyer / Black Tape Media, Chris Browne / Rock Steady Films
Design, Engineering, Product Management: Marcel Botha, Berk Ilhan, Simon Ellison / 10XBETA
Computer Vision: Bruno Kruse, Carrie Kengle, Mike Manh / 10XBETA
PID and Control System Consulting: Jesse Gray, Matt Berlin / IF Robots
Line Following Sensor Array: Ranjit Bhatnagar / Moonmilk, Yoni Saltzman / Honeybee Robotics
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boom's picture

Cool shit

Activity Score 164
Art Director
kleenex's picture

Now this is amazing.

Activity Score 58777
Web Designer/Developer
Sacrilegend's picture

This is incredibly dumb.

Activity Score 3394
RunnerRufus's picture

If you are a regular (= not PUMA-sponsored) runner you do not have to wait until Puma brings out a running companion for you, if they ever will. runfun, a start-up company in Germany, has developed a robotic running companion that can move nearly on any road ( They will launch their product RUFUS in fall this year and it will not cost more than a decent treadmill.

Activity Score 2
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