Puma launches AI athlete

Puma and M&C Saatchi have joined forces on an artificial intelligence (AI) athlete using machine learning to assess people’s movements.

To launch Puma’s new Hybrid range of apparel and footwear, M&C Saatchi Melbourne created 'Astro', a hybrid athlete. Built in conjunction with Current Studios, Astro is the product of a technology platform that utilises artificial intelligence and machine learning to assess people’s movements, evolving its ability accordingly.

Current Studios VP of creative technology, Steve Martel, said 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 for Oceania, Neysa Goh, said: “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.”

Puma athletes including Scott Pendlebury, Renae Ingles, Sydney Stack and Katie Brennan, have already progressed Astro’s ability in a number of different exercises and Astro is forever evolving, session by session, skill by skill, and will continue until every movement is mastered.

Puma ambassadors and fans in Melbourne had the first chance to train Astro as part of live activations hosted at Chadstone Shopping Centre.

Astro is now trainable via the Puma Hybrid website. He’s also teamed up with Puma ambassadors for the rollout of the campaign which spans out-of-home, online, in-store and social.

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