Running just got a creative upgrade. PUMA Malaysia has officially launched its first-ever experiential running event, the #GOWILD Running Experience, at Concourse, Pavilion KL. The activation redefines running by blending performance, technology, and art, showcasing the PUMA NITROFOAM™ running range, including the newly released Velocity Nitro 4.
Turning Brainwaves Into Art
In collaboration with Malaysian visual generative art collective Vasflow, PUMA has transformed running into an immersive, one-of-a-kind experience. Using EEG technology, each participant’s brain activity is captured and converted into personalised digital art in real time, a visual expression of their unique running journey. Runners can download and share their artwork instantly, while those who purchase a pair from the PUMA NITROFOAM™ range will receive a wearable version of their artwork on a custom t-shirt.
A Celebration of Community & Performance
The launch event featured PUMA athletes including SEA Games marathon medalist Muhaizar Mohamad, PUMA Nitro Run Club Head Coach Cici, and athletes Olivia Yu, Naqib Haikal, Ahmad Sayuti, and Yeow Ni Jia, who each showcased their own #GOWILD story.
“Running is freedom, energy, and expression – and that’s what PUMA stands for,” said Steven Tan, Country Manager of PUMA Malaysia. “This activation shows running as more than just performance. It’s an experience, a culture, and a community.”
Discover the Nitro Difference
To join the #GOWILD Running Experience, participants simply lace up a pair of PUMA Velocity Nitro 4 or any model from the NITROFOAM™ range, step onto the EEG treadmill, and watch their brainwaves come alive as visual art. Visitors can also explore the full NITROFOAM™ collection, designed to meet the needs of every runner, every distance, every style.
The Velocity Nitro 4 leads the lineup, delivering enhanced cushioning and responsiveness for a smoother stride, striking the balance between performance and comfort.
Exclusive Rewards
Beyond the personalised art, PUMA is offering a limited-edition personalised t-shirt for customers who purchase from the NITROFOAM™ range. It’s not just footwear; it’s a keepsake of your running story.
The #GOWILD Running Experience runs until 28 September 2025 at Pavilion KL. The Velocity Nitro 4 and the full PUMA Nitro range are now available at PUMA.com, PUMA stores, and selected retailers.
For more information and updates, please visit PUMA’s Instagram page at @puma.malaysia.