PUMA Unveils ‘Meditation in Motion’ Campaign Featuring 40 Ladakh Monks
PUMA India launches its 'Meditation in Motion' campaign featuring 40 Buddhist monks at Thiksey Monastery, exploring the shared focus between mindfulness and extreme endurance running ahead of the Ladakh Marathon.
Sandhya
Mind Meets Movement at Thiksey Monastery
Ahead of the Ladakh Marathon, PUMA India has launched a brand campaign titled ‘Meditation in Motion.’ Shot against the alpine backdrop of Leh at the iconic Thiksey Monastery, the visual series features 40 Buddhist monks clad in traditional maroon robes paired with PUMA’s Deviate NITRO running shoes.
Captured across six distinct frames, the campaign explores the common ground between spiritual practice and physical activity. While meditation and long-distance running appear distinct on the surface, both demand intense discipline, unwavering mental focus, and the ability to remain present through friction and fatigue.
"Movement and meditation may take different forms, but they can often lead to the same place: a state of complete focus and presence. We wanted to capture the less visible side of running—the mindset that takes over when the miles fall away and everything else fades out."— Ramprasad Sridharan, Managing Director, PUMA India
Highlighting the Psychology of Altitude
As the exclusive sportswear partner for the Ladakh Marathon, PUMA India drew inspiration from the extreme mental demands placed on endurance runners competing in low-oxygen environments.
Running in Ladakh requires athletes to continuously adjust to sudden weather shifts, rugged terrain, and severe elevations. The event's signature race, the 122-kilometer Silk Route Ultra, begins in the Nubra Valley at an elevation of 10,700 feet and ascends to the dizzying Khardung La Pass at 17,618 feet—making psychological resilience just as critical as physical preparation.
Product Focus: Engineered for the Elements
At the center of the campaign is the PUMA Deviate PURE NITRO running shoe. Designed specifically for runners seeking non-plated high-cushion performance, the shoe features:
- NITROFOAM Cushioning: Delivers high responsiveness and impact absorption on rocky terrain.
- Engineered Mesh: Provides breathability and adaptive structure for changing alpine temperatures.
- PUMAGRIP Outsole: Delivers durable multi-surface traction on steep trails and loose gravel.
In addition to the creative campaign, PUMA India will provide official race-day t-shirts across all event categories. Ultra-marathon runners taking on the 122 km course will also receive specialized cold-weather gear, including jackets, thermal layers, arm sleeves, beanies, and caps to brave the high-altitude elements.
