We sailed the world and battled sea monsters with Puma

Racing Around the World with Puma!

PUMA didn’t just sponsor the Volvo Ocean Race — they turned the global competition into a bold, immersive brand experience. To bring their ocean racing campaign to life in ports around the world, PUMA partnered with Kubik and LO-TEK architects to launch a first-of-its-kind mobile pavilion that combined lifestyle, sport, and storytelling into one unforgettable activation: PUMA City.

Built entirely from recycled 40-foot shipping containers, the structure wasn’t just a pop-up. It was a modular experience hub, engineered to travel the globe alongside the PUMA Ocean Racing team — and serve as their home base at every stop. The space welcomed fans, supported athletes, and housed branded retail and hospitality zones, all while telling a powerful story of performance and adventure.

Mar Mostro Interactive Digital Experience.

At the heart of the pavilion was a fan-favorite: the Mar Mostro interactive digital experience. Visitors could gear up in official PUMA sailing apparel and step into a virtual reality moment where they took the helm of a racing yacht under siege by a monstrous sea creature. The thrilling encounter was captured and shared in real time, giving guests a keepsake and a social-ready reminder of their brush with the deep. This fusion of immersive storytelling and experiential marketing helped build authentic emotional connections between PUMA, its racing team, and its global fan base.

The traveling structure was as practical as it was powerful. Each container doubled as both transport vessel and activation space, allowing Kubik’s team to efficiently deploy, install, and customize the footprint for each unique port environment. With thoughtful design, rugged durability, and flexibility built in, the experience could scale and shift while maintaining a cohesive brand story.

From stormy coasts to sun-soaked race villages, Kubik delivered an experiential environment that energized fans, celebrated PUMA’s bold identity, and supported one of the most demanding sponsorship activations on the planet.