Puma has teamed up with M&C Saatchi Melbourne to create an AI athlete to launch Puma's new Hybrid range of cross-trainer shoes.
As more people train with the athlete – Astro – the more he learns and evolves.
Created in partnership with Current Studios, M&C Saatchi Melbourne ECD Emma Robbins said Astro is the result of the footwear's attributes.
"The Puma Hybrid is a cross-trainer for people who don’t train one way. They’re unexpected in where and how they work out.
"We wanted to create an unexpected idea that celebrated that. So we made Astro.
"As he grows and evolves, so does the idea. He looks pretty sharp in the shoes too," she said.
Puma ambassadors – including Scott Pendlebury, Renae Ingles, Sydney Stack and Katie Brennan – and fans had the first chance to train with Astro at an activation at Chadstone Shopping Centre.
Current Studios VP of creative technology Steve Martel said that Astro will continue to get better as more people train with him.
"Astro represents the most complicated physical AI experience ever produced.
"Users can train Astro in a variety of disciplines including power, agility and strength. The more people who train Astro, and the better their form, the better Astro will become."
Puma head of marketing – Oceania Neysa Goh said that the innovation aligns perfectly with the Hybrid shoe.
"Puma has always had a strong focus on training and the Hybrid product has been specifically designed for a generation that wants to train, however, wherever and whenever they want. Astro brilliantly brings this proposition to life."
Astro is now trainable via the Puma Hybrid website.