M&C Saatchi Creates An AI Athlete For Puma’s Hybrid Range

To launch Puma’s new Hybrid range of apparel and footwear, M&C Saatchi Melbourne has created ASTRO, the ultimate hybrid athlete.

M&C Saatchi Melbourne ECD, Emma Robbins said: “The Puma Hybrid is a cross-trainer for people who don’t train one way.

“They’re unexpected in where and how they work out.

“We wanted to create an unexpected idea that celebrated that. So we made ASTRO.

“As he grows and evolves, so does the idea. He looks pretty sharp in the shoes too.”

ASTRO is the perfect ambassador for Puma’s Hybrid range, built in conjunction with Current Studios.

The AI athlete is the product of an ambitious technology platform that utilises artificial intelligence and machine learning to assess people’s movements, evolving its ability accordingly.

Watch AFL player Sydney Stack try ASTRO below:

Current Studios VP of creative technology, Steve Martel said: “ASTRO represents the most complicated physical AI experience ever produced.

“Users can train ASTRO in a variety of disciplines including power, agility and strength.

“The more people who train ASTRO, and the better their form, the better ASTRO will become.”

Puma athletes including Scott Pendlebury, Renae Ingles, Sydney Stack and Katie Brennan have already progressed ASTRO’s ability in a number of different exercises and Astro is forever evolving, session by session, skill by skill and will continue until every movement is mastered.

Puma head of marketing – Oceania, Neysa Goh said: “Puma has always had a strong focus on training and the Hybrid product has been specifically designed for a generation that wants to train, however, wherever and whenever they want.

“ASTRO brilliantly brings this proposition to life.”

Puma ambassadors and fans in Melbourne had the first chance to train ASTRO as part of live activations hosted at Chadstone Shopping Centre.

ASTRO is now trainable via the Puma Hybrid website.

Credits:

PUMA

Head of Marketing – Oceania: Neysa Goh

Marketing Manager – Sport: Simon Hall

M&C SAATCHI

CCO: Cam Blackley

ECD: Emma Robbins

CD: Russel Fox

Head of Integrated Production: Gene Kingi

Designers: Jessica Ramsey, Richard Sellies

Account Director: Josh Eaton

Account Manager: Kara Blair

Producer: Tony Le

Strategist: Ryan Smith

Production:

Agency: Current Studios

Agency: Positive Ape

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