PUMA celebrates the London 2012 Olympics right in the city by transforming The Boiler House, part of the Old Truman Brewery on Brick Lane in Shoreditch, East London into the PUMA YARD this summer. 

Photo: PUMA YARD poster, from PUMA Facebook page

PUMA is the long-term partner of the Jamaica Olympic Association and the Jamaica Track & Field team including the World’s Fastest Man, 3 time Olympic gold medal winner Usain Bolt who also promotes Nissan GT-R. The Jamaican-themed YARD will be open for 17 days and nights during the Games giving visitors the opportunity to dive into the world of sports, music and take part in different activities.

The entrance to the PUMA YARD will be free to the public and open from July 27 to August 12. It will consist of an indoor PUMA Social Club and an outdoor BACK YARD with the total area of the 479,160 square foot. At the BACK YARD authentic Jamaican cuisine will be served and there will be a Beach Bar with recreational areas and giant TV screens. Using the PUMA Speed Test people will be able to test their speed against the record setting 9.58 dash of Usain Bolt.

PUMA QUAD, a retail space built from four 40-foot shipping containers will offer consumers a variety of PUMA products including exclusive PUMA YARD lifestyle-performance products, Usain Bolt-inspired trainers, and Summer Games fan wear designed exclusively for PUMA by Cedella Marley, daughter of reggae icon Bob Marley.

In the indoor PUMA Social Club guests will be offered to play games like foosball and ping-pong. This PUMA Social Club at the PUMA YARD is a complement of the popular Social Clubs the company has launched in major cities all over the globe.

Music will be a significant part of the YARD’S life and the venue will host a list of DJs, Club nights as well as live performances by such popular musicians and bands as Groove Armada, Professor Green and Gyptian. Admission to the YARD is free but visitors should book tickets in advance.