PUMA India Filmed Buddhist Monks in Running Sneakers for the 'Meditation in Motion' Campaign in Ladakh

PUMA's Indian division unveiled the 'Meditation in Motion' advertising campaign, which unexpectedly brings together two seemingly opposite practices — running and meditation. The shoot featured 40 Buddhist monks, who appeared in their traditional maroon robes paired with the modern PUMA Deviate PURE NITRO running shoes. Filming took place amid the mountainous landscapes of Ladakh in northern India, with the main location being the 15th-century Tibetan Buddhist monastery of Thiksey.

Concept: Running as a Form of Meditation

The campaign is built on the idea that meditation and running share common requirements: concentration, discipline, endurance, and the ability to stay focused on the present moment. In the words of PUMA India's Managing Director Ramprasad Sridharan, 'movement and meditation may take different forms, but they often lead to the same state — full concentration and presence.' This thesis became the semantic core of the brand's entire visual story.

Location and Visual Contrast

The campaign consists of six frames in which the monks move across the grounds of the ancient monastery and appear against the backdrop of the Ladakh mountains. The key visual device of the shoot was the contrast between the traditional robes, the ancient monastery architecture, and modern athletic footwear. This approach allows the brand to highlight the connection between centuries-old spiritual practice and contemporary running equipment technology.

Connection to the Ladakh Marathon

The premiere of 'Meditation in Motion' took place on the eve of the Ladakh Marathon, which will run from September 10 to 13. PUMA India has been the exclusive sports partner of the event for the third year in a row, making the campaign part of the brand's long-term positioning in the context of high-altitude running. Launching the ad just before the marathon's start strengthens the link between the image of the running monks and the actual race conditions.

Extreme High-Altitude Conditions

One of the most challenging distances of the marathon is the 122-kilometer Silk Route Ultra. Its route begins in the Nubra Valley at an altitude of around 3,260 meters and climbs to Khardung La Pass at a height of over 5,300 meters. These extreme high-altitude race conditions became part of the campaign's concept: at PUMA, they decided to show that running requires not only physical fitness and endurance but also inner concentration, which, by the creators' design, the monks in the frames symbolize.