As Apple’s Vision Pro sells out, customers queue for Puma’s VR experience

To enable its new “Smallest Gym in the World” fitness experience, Puma is teaming with Meta and its Quest 3 mixed reality headset. The physical gym, which launched on January 11 inside the Puma store in Hackesche Höfe, Berlin, attracted 160 booked appointments and long queues of customers eager to experience it. Customers were promised the opportunity to try a virtual workout class using the Meta Quest headset.

The immediate popularity of Puma’s ongoing activation shows interest in VR sports activities, presenting an opportunity for brands. For U.S. customers, Apple opened pre-orders for its next-gen Apple Vision Pro headset on January 19 — the 180,000 available units promptly sold out over the weekend. 

Fifteen-minute appointments for Puma’s VR experience were made available starting on January 12. Participating customers have the option to change into the latest Puma sports collection to do the featured workouts, which include HIIT, boxing and dancing, all available in Meta’s app store. The workouts were not developed by Puma — the brand integration comes from the in-store experience and opportunity to wear the Puma collection. The workouts are done in private “pods,” allowing individuals to personalize their experience. 

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