The new Run Therapy concept is presented to the world with the participation of one of the biggest assets of the brand: Usain Bolt. Using sport as therapy seems to be quite right. I've heard many runners talk like that. The communication action will have ramifications for people to tell their stories and even create race groups. Run Therapy is the evolution from one to the PUMA sponsored race advisory where extensive workouts have been transformed into collective therapy sessions where race fans have openly demonstrated the sensations and motives that drive them to challenge the streets. Their testimonials yielded a documentary, which worked like a teaser that campaign.