REICHERT+ Communications
Puma Nikeata Thompson Bread&Butter Berlin fashion show


2nd of September 2016

PUMA at the Bread & Butter by Zalando 2016

About the project

In the context of the very first Bread & Butter Show by Zalando from the 2nd to the 4th of September in 2016 PUMA presented its autumn/winter collection by a fabulous fashion show. The dancer and choreographer Nikeata Thompson designed a unique choreography based on the theme "Where the gym meets the runway".

An impressive set-up with massive LED screens granted a spectecular insight into PUMA's newest products. Especially the „Motion Sensing Technology“ caused quite a stir: An infrared camera senses movements which are, in turn, displayed as abstract graphics on the LED screen. By doing so, PUMA creates a perfect symbiosis of fiction and reality.

Next to the Gold Pack collection for women, PUMA presented a selection of its highly successful cooperation with the dutch sneaker- and graphic desginer Caroll Lynn, aka Careaux and the two designers Dee and Ricky Jackson from Staten Island.

Out of the 2000 guests, more than 30 national and international top-influencers were present. The show was ready to watch on the website of Zalando right after the show.


event conception, -planning and -realisation, media work, event set up, on-site support