Meditation in Motion<\/em> fits in.<\/p>\n\n\n\nLong-distance running can feel meditative. There is rhythm, repetition, breathing and the ability to shut out everything else for a while.<\/p>\n\n\n\n
The Ladakh setting makes that connection stronger. PUMA was the official sportswear partner of this year\u2019s Ladakh Marathon, held from September 10 to 13. The event includes some extremely demanding high-altitude races, with the Silk Route Ultra passing Khardung La at more than 17,000 feet.<\/p>\n\n\n\n
At that altitude, mental endurance matters almost as much as physical endurance.<\/p>\n\n\n\n
Why the campaign got people looking<\/h2>\n\n\n\n
Put another runner in a pair of running shoes and most people will probably scroll past.<\/p>\n\n\n\n
Put 40 monks in them and people stop.<\/p>\n\n\n\n
That contrast is doing a lot of the work here. The bright shoes stand out against the maroon robes, while the calm setting makes the product look even more unexpected.<\/p>\n\n\n\n
It also lets PUMA talk about running without showing the usual sweaty athlete, stopwatch or finish-line shot.<\/p>\n\n\n\n
The campaign has an idea behind it, and that makes it easier to remember.<\/p>\n\n\n\n
So, did it work?<\/h2>\n\n\n\n
In one sense, yes.<\/p>\n\n\n\n
The campaign got attention because it didn\u2019t look like a regular running ad. People noticed the images, talked about them and asked why PUMA had put monks in performance shoes in the first place.<\/p>\n\n\n\n
But attention is only the first part.<\/p>\n\n\n\n
PUMA still has to convince runners that a \u20b914,999 shoe performs well enough to compete with brands that already have a strong reputation in serious running.<\/p>\n\n\n\n
The campaign can make people curious. The shoe still has to do the running.<\/em><\/p>\n\n\n\n<\/p>\n","protected":false},"excerpt":{"rendered":"Have you seen the pictures yet? Forty Buddhist monks from Thiksey Monastery in Ladakh, in maroon robes and bright PUMA running shoes. The campaign, called Meditation in Motion, features the Deviate Pure NITRO, a performance running shoe priced at \u20b914,999. It\u2019s a striking image. But the more interesting question isn\u2019t about the monks. It\u2019s why","protected":false},"author":5,"featured_media":11871,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[2],"tags":[],"class_list":["post-11869","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-tech"],"_links":{"self":[{"href":"https:\/\/www.theblogchatter.com\/BeStorified\/wp-json\/wp\/v2\/posts\/11869","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.theblogchatter.com\/BeStorified\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.theblogchatter.com\/BeStorified\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.theblogchatter.com\/BeStorified\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.theblogchatter.com\/BeStorified\/wp-json\/wp\/v2\/comments?post=11869"}],"version-history":[{"count":2,"href":"https:\/\/www.theblogchatter.com\/BeStorified\/wp-json\/wp\/v2\/posts\/11869\/revisions"}],"predecessor-version":[{"id":11872,"href":"https:\/\/www.theblogchatter.com\/BeStorified\/wp-json\/wp\/v2\/posts\/11869\/revisions\/11872"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.theblogchatter.com\/BeStorified\/wp-json\/wp\/v2\/media\/11871"}],"wp:attachment":[{"href":"https:\/\/www.theblogchatter.com\/BeStorified\/wp-json\/wp\/v2\/media?parent=11869"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.theblogchatter.com\/BeStorified\/wp-json\/wp\/v2\/categories?post=11869"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.theblogchatter.com\/BeStorified\/wp-json\/wp\/v2\/tags?post=11869"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}