Run With Her

At the launch of Puma Run XX Nitro, their first woman-specific running shoe, the brand asks you to "run for her". But we think you should go a step further

- Jonathan Ho

In 2021, global sports brand Puma introduced the re-engineered Running range, sparking change from the most. sought-after marathon finish lines to local run communities. For 2022, they're announcing the launch of Run XX Nitro, a collection named after the woman-specific double X-chromosome DNA sequence.

Run XX Nitro is an all-new female-specific, progressive design powered by the innovative campaign: a never-done-before, on-the-ground activation which combines Singaporeans' love for food in Singapore with the relatable, everyday visual of food delivery professionals streaking through the streets. With this #PUMAdeliveryrun, Puma Singapore outfitted female food-delivery professionals in the newly launched Run XX Nitro, ensuring their needs for comfort and speed are being met.

Having inappropriately answered the door in boxer shorts and little else, it dawned upon us that we had incorrectly assumed that female food-delivery professionals are a rarity. However, the inopportune moment awakened us to the fact that after two years, the aftermath of a global pandemic means that certain habits have formed and the outgrowth of the delivery and logistics industry is here to stay with equal opportunities for both genders.