Club IchiPUMA

PUMA: The Official Shoe of the Event Industry

Club Ichi is declaring Puma the official shoe of the event and field marketing profession — starting with three 2027 activations that put product directly on our members’ feet.

See the Activation Plan

450 pairs · 3 activations · 2027

NITRO Line · 2027 Placeholder

The Pitch

The people running the world’s events are on their feet all year.

Club Ichi is a paid membership community and social club for B2B event and field marketing professionals — the people who are on their feet, running events, all year.

This is a built-in, highly engaged audience for a performance/lifestyle footwear launch: a community that gathers, travels, and works together — and talks to each other constantly.

Paid members, not a mailing listOn their feet year-roundA built-in launch audience

The Product

One shoe. Three stages. NITROFoam

What we’re asking for: a pair from Puma’s NITRO line — the signature cushioning platform behind the Deviate, Velocity, and ForeverRUN families — on the feet of the people producing the industry’s biggest moments.

Placeholder imagery — swaps in Puma’s confirmed 2027 model the moment it exists.

NITRO-style performance running shoe with foam midsole over a red energy glow

The Activation Plan

Three activations throughout 2027.

Club Ichi Austin Bodega — storefront exterior, pool lounge with flamingo float, supply store, and lounge with orange artwork — Rendering for conceptual purposes only.

Ichi Bodega at SXSW

Austin, TX — March 2027 · SXSW week

What it is

The Ichi Bodega is a members-only storefront built for event professionals working SXSW that week — a shipping station, supply closet, content studio, wellness/recovery lounge, and meeting space under one roof.

The Puma ask

100 pairs

100 pairs of the 2027 NITRO shoe, released in surprise drops throughout the week inside the Bodega.

The hook

Each drop is broadcast live on Club Ichi's social channels — turning the shoe launch into ongoing content and buzz across the week, not a single moment.

The Bay of Cannes seen from the Croisette — palm-lined waterfront, grand waterfront buildings, and yachts at anchor on the Mediterranean

Club Ichi at Cannes Lions

Cannes, France — June 2027 · Cannes Lions Festival of Creativity

What it is

A run of Club Ichi activations happening around Cannes — a members-only weekend in a French villa and a party during festival week for members working events across the brand activations.

The Puma ask

100 pairs

100 pairs of the same 2027 NITRO shoe, given out at Club Ichi activations throughout the week — the villa weekend and the festival-week party.

The hook

We create content throughout the week at our events and send Puma every asset post-event, including promotion of PUMA shoes pre-event.

Running shoes lined up on a camp lodge porch at sunset

Ichi Happy Camp

The Poconos, PA — August 18–22, 2027

What it is

Club Ichi's adult summer camp for event professionals.

The Puma ask

250 pairs

Every Happy Camp attendee gets a fitting experience at the camp store and chooses their own pair.

The hook

This is the marquee moment — Puma becomes the official shoe of Happy Camp itself, with Club Ichi formally declaring Puma “the official shoe of the event industry” on-site.

Why This Works for Puma

A niche community of people you want wearing NITRO.

1100+

Paid members in 15 countries

12k

Events produced annually by members

$1.3B

Member buying power

11k

Newsletter subscribers

Plus $50M+ in business flowing through member relationships.

The Ask

What we’re asking for

PUMA ×

SXSW Bodega

100 pairs · in-week drops · live social broadcast

PUMA ×

Cannes Lions

100 pairs · French villa weekend & festival-week party · full content asset package

PUMA ×

Happy Camp

250 pairs · in-person fitting & camp store · “Official Shoe” designation

Founders in PUMA

Liz & Nicole, in PUMA year-round

PUMA puts Club Ichi founders Liz Lathan and Nicole Osibodu in both NITRO and Lifestyle pairs — so wherever they go throughout the year, they’re wearing PUMA.

Optional add-on

If PUMA would like to outfit us beyond shoes — official travel outfits and other team clothing — that’s a fun, optional add-on.

Total: 450 pairs across three 2027 activations

Talk to Club Ichi

PUMA

Let’s make Puma the shoe every event pro is wearing.

Three activations. 450 pairs. One declaration the whole industry will hear.

Prepared by Club Ichi · September 2026 · Imagery is placeholder pending PUMA’s 2027 NITRO model confirmation