The Olympics raised spirits across the UK this summer and nowhere was this good feeling felt more than on the cool streets of East London. During the Olympics Puma took over Jack’s East End sites with attention grabbing, vibrantly coloured posters of Londoners striking the iconic Usain Bolt pose. Other posters promoted Puma Yard, a pop-up venue in the Old Truman Brewery on Brick Lane, which hosted parties and performances from a variety of acts including Professor Green and Groove Armada. Even the real Bolt came down after he’d finished doing what he does best, collecting gold medals. Usain got behind the decks, spinning tunes and MCing to the delight of the crowd. Puma may not have been one of the official Olympic sponsors but this campaign had true street cred making Puma unofficially the coolest sports brand of the games.