Kohli steps into Bolt’s shoes for Puma’s NETFIT campaign

Virat Kohli has stepped into Usain Bolt’s shoes. Literally. In an ad campaign for Puma’s NETFIT innovation shoes.

The man with golden strides, Bold has featured for the NETFIT global campaign. Kohli, the cricketer with a golden arm, does it for India market.

The Kohli campaign #LacedUp is created for Puma by DDB Mudra.

NETFIT features two major benefits over a regular shoe. First, it offers a unique customizable lacing system to fit the needs of the user. Secondly, it provides endless variety to uniquely tailor the shoe to the user’s needs.

Also read: Puma’s NETFIT technology for Bolt

The campaign video features Kohli and national football team striker Robin Singh showing PUMA’s customizable lacing system invention NETFIT shoes, which offer infinite performance and style options.

Puma’s brand icons Kohli and Robin appear together in the video to showcase the lacing styles of NETFIT offers.

NETFIT covers the upper-part of the shoe in a high-grade netting. Every hole can be laced offering the user control and versatility in both comfort and style. It’s set to be featured on a variety of Puma shoes including Ignite and evoSpeed — a shoe for indoor athletes.

The first leg of the campaign #laced up at iconic locations in India like MG Road Boulevard in Bengaluru, Carter Road in Mumbai, and Connaught Place in New Delhi have created tremendous excitement and social media buzz.

Debosmita Majumder, head of marketing, PUMA India, sharing her thoughts, commented, “Every individual has a signature running style that requires a unique fitting shoe to complement it. The video highlights the infinite lacing styles of NETFIT technology that allows users to tailor the perfect fit while being high on style. Runners can create their very own lacing style, customized to the way they see fit. With the countless lacing styles offered by NETFIT technology, there’s nothing stopping a runner from achieving the optimum level of performance. Like Virat Kohli and Robin Singh, let’s lace up and start running!,” according to an Economic Times Brandequity report.

“I love to train, and I train hard to ensure that my performance remains unmatched. My training involves a combination of strength training, endurance and flexibility drills; and the right fitting shoe plays a vital role in this process. PUMA’s NETFIT Technology allows me to get creative while I lace up and gives me the perfect fit, customized to my training needs. My personal lacing style is wide foot lacing which allows me to run comfortably and give my best to the workout,” said Kohli.

With NETFIT Puma is also bringing fashion and style to the world of sports in a unique way.