Ahead of the Monza Grand Prix 2025, PUMA Motorsport challenged Velocity to create a consumer centric activation that brought fans closer to Ferrari’s racing story while celebrating 20 years of partnership. We responded with a unique city takeover, transforming a historic tram into a moving brand experience. Fans were invited on a 20-minute ride through central Milan’s iconic piazza, where they immersed themselves in Ferrari x PUMA heritage, dating back to Niki Lauda’s iconic 1975 title, while experiencing the power of this enduring collaboration. The activation turned a public transport icon into a cultural moment.

The challenge was to engage Ferrari’s loyal Tifosi and ignite social buzz around the Monza GP while staying true to PUMA’s consumer-first ethos. The solution? Create an activation that was mobile, intimate, and shareable.

Inside the tram, guests stepped into an immersive Ferrari x PUMA environment. On the move, passengers heard exclusive audio moments celebrating PUMA and Ferrari’s 20-year partnership and had exclusive access to limited edition Monza kit.

Fans emotionally connected with the brand by recording messages of encouragement for Ferrari’s drivers, ahead of the Monza Grand Prix race weekend. A curated display of authentic memorabilia showcased the legacy of Ferrari motorsport through PUMA’s lens, plus signed merchandise giveaways, while around the Piazza, a ticket kiosk extended the experience, allowing fans to send postcards worldwide, amplifying the story far beyond Milan.

The tram activation captured the spirit of the Tifosi fandom while delivering measurable impact for PUMA.

+253.83% revenue increase from limited edition kit compared to 2024.

+ 160% guest throughput

282M social media impressions

17.5M PR reach

By combining heritage storytelling with innovative brand theatre, the PUMA Tram proved that intimate, consumer-first activations can generate both local buzz and global brand heat