The concept: The PUMA LOVE RUN, a run/afterparty held on Valentine’s Weekend.

With the tag-line ‘meet someone fit’ recruitment began by pairing up with Australia’s Number 1 dating site RSVP, gyms and running clubs.

It continued via a cheeky Viral, Press, Online, eDMs, Instore POS, Radio, Street Press, plus Street Promotional Activity via the specially-created PUMA 'Love Squad'.After the run, the after-party rocked on. Pick-up cards were exchanged. Love stories confessed and shared online.Participants wore different coloured t-shirts indicating if they were single or a couple.As one runner said, ‘if only life was like this’.

The inaugural PUMA LOVE RUN was a major success.1000s ran.1,892 shared why online.Over 30,000 viewed the viral.22,910 site visits.Media coverage continued post event, praising the experience for ‘finally taking the boredom out of running’.

Most importantly, PUMA achieved their objective of bringing runners together.New FACEBOOK friends were made.LOVE STORIES told online.Relationships started.PUMA pairing up with Valentine’s Day to create a unique sporting event that gives consumers (runners) the chance to meet someone fit.LOVE RUNS are now planned for Melbourne, Sydney and Auckland in 2012.