PUMA’S OPEN HOUSE: During the London Olympics, Puma is set to transplant a corner of Jamaica to the city’s East End. Come July 27, the sports lifestyle brand will launch Puma Yard, an almost 500,000-square foot Jamaican-themed social club and outdoor space located in The Boiler House, East London. The club is within the Old Truman Brewery on Brick Lane, a collective of studios, artsy businesses and gallery spaces.
Puma Yard celebrates the firm’s support of Jamaica’s Olympic track and field team, which will soon be announced for 2012, and its support of Jamaican athletes including Usain Bolt, Shevon Stoddart, Jermaine Gonzalez and Maurice Smith.
For the duration of the Olympics, until their close August 12, members of the public will be able to visit the club to partake of Jamaican cuisine served from Kingston-inspired food stalls, activities such as foosball and ping-pong and to watch the games live on giant screens. The space will also host musicians, DJs and live performances, with artists including Groove Armada, Gyptian and Professor Green set to play at the location. Meanwhile, Puma will construct a retail space within Puma Yard, which will carry products such as Usain Bolt-inspired sneakers and a ready-to-wear collection for Olympic fans designed by Cedella Marley, Bob Marley’s daughter.
“Given its relevance and its standing as an iconic and cultural area of London, Brick Lane was the ideallocation for Puma Yard,” said Tony Ward, general manager of Puma U.K.. “Puma Yard, like Puma, will be the perfect mix of sport and lifestyle to help Londoners get to know all that the brand stands for and its rich Jamaican heritage.”
Entry to the club is complimentary and will be via registration on Puma’s Web site, puma.com/yard.