Rabat – Buddhist monks in traditional maroon robes are appearing in PUMA running shoes as part of a new campaign filmed at a centuries-old Himalayan monastery in India.
PUMA India launched “Meditation in Motion” ahead of the 2026 Ladakh Marathon, bringing together 40 Buddhist monks from Thiksey Monastery near Leh in the northern Indian region of Ladakh.
For the photoshoot, the brand dressed Buddhist monks from Thiksey Monastery in Deviate ”PURE NITRO” running shoes, placing high-performance footwear in a space rooted in meditation, combining both.
Shot at the Thiksey Monastery, a 15th-century Tibetan Buddhist monastery, the campaign draws an intriguing parallel: meditation and running are seemingly opposite practices, yet both demand focus and discipline.
Set at about 3,500 meters (11,483 feet) above sea level, the Ladakh Marathon runs September 10 to13, where the thin air makes already tough distances even harder. PUMA returns as the event’s official sportswear partner.
The concept also aligns with how PUMA frames running today, less about stats and competition, and more about mindset and wellbeing.
In recent campaigns, the footwear brand has also leaned into ideas of mindful movement and personal drive, making the case that a “good” run isn’t defined by pace or distance alone.
Aside from ”Meditation in Motion,” Sportswear and wellness campaigns have long drawn on yoga, meditation, and other spiritual practices to link their products to balance, calm, and personal growth.
PUMA has long since tapped into the same idea with her campaign “Go Wild”. Where it reinterprets “speed“ to be more than just a matter of efficiency, but a “feeling” that is connected to people’s culture and lifestyles
