Puma and WIT Team Up with CrossFit Athletes and Community for London Takeover Event
Puma and WIT athletes recently used a unique method to promote the Puma Fuse 2.0 training shoe. They teamed up for a takeover at WIT’s flagship store in London St. Paul’s and brought the community and CrossFit Games athletes together.
The details: The event took place the week of June 12. Puma did a full takeover of the WIT store and CrossFit gym while opening up the opportunity for 70 fitness enthusiasts to attend. These lucky few took part in workouts, and watched some top-tier Puma and WIT athletes throw down in CrossFit Games-style competitions.
- The list of participants included Puma athletes Chandler Smith, Emma McQuaid, Sam Stewart, and Claudia Gluck, and WIT athletes Josh Al-chamaa, Jennifer Muir, and Lucy McGonigle.
Smith and Al-chamaa broke out the big weights for their event. They competed in a five-round workout consisting of 10 calories on the rower, 10 deadlifts at 140kg (308.65 pounds), and 10 burpees over the bar.
- The two Games athletes kept pace with each other throughout the entire event. Smith ultimately pulled ahead during the final round, and he took the event win.
- McGonigle and Gluck also went head-to-head as they competed in Jackie Pro, an event from the 2022 CrossFit Games. Gluck took the win after completing the 1,000-meter Row, 50 Thrusters (95/65 lb), and 30 Bar Muscle-Ups
- Stewart, Max Baggio, and Lewis Grimshaw rounded out the group as they competed in Jackie Pro. Stewart took the win in front of the 70 spectators.
Chandler Smith: “The reason I love being aligned with Puma is their focus on the community in our space, since I believe that CrossFit has always prioritized that aspect of fitness.”
- “This is my second Puma x WIT event and, yet again, I’m just happy to be aligned with groups of genuinely awesome people who are able to put on a great event that legitimately gets the community involved.”
- “Spreading knowledge and access to fitness at all levels is something I’m always about, and this weekend in London was all that and more.”
The head-to-head format was a highlight for Smith for two reasons, “It gave folks who might not get to travel to see high-level CrossFit a taste of how it goes.” He added, “secondly, any time I get to race Josh (Al-chamaa) in a row workout is always a humbling experience, and getting quality training at this point of the season is the main priority.”
A memorable experience: Having the opportunity to watch Games athletes testing out the new Puma Fuse in real time made the event memorable for attendees. They were able to take part in a mini-CrossFit event and see some standout athletes throw down.
There was also an added bonus. Smith and the other prominent athletes were on hand to cheer for WIT x Puma event attendees as they completed their runs and took part in their own workouts. This was likely a new experience for many.
- “It was such an epic evening,” said Emma McQuaid. “I had so much fun, the atmosphere was crazy, everyone did such a good job getting after it.”
- “The crowd for the head-to-head challenges was crazy; it was on a par with being at a competition. I’m super proud of my Puma family and grateful for WIT for putting the evening together.”
Why this matters: At its core, the Puma Fuse event had the purpose of promoting the Fuse 2.0 training shoe. The two companies achieved this goal, but they also highlighted something more important – the community aspect of CrossFit.
What other sport provides fans the opportunity to spend time with the top athletes in a setting that isn’t solely a meet-and-greet? There aren’t many. This is something special about CrossFit, and it only further highlights the importance of bringing in community members.
- Al-Chamaa: “WIT and Puma put on an amazing event that served as a meeting ground for British athletes, press, and the wider CrossFit community. [It] makes me proud to continue to work with both brands.”
“Not to mention both gave me the opportunity to travel back to my hometown for an epic head-to-head with my boy Chandler Smith, which in my humble opinion, brought the house down.”