In celebration of this summer’s London Olympic Games, Puma will open the 44,600 sqm Puma Yard at Brick Lane in Shoreditch, East London between July 27 and August 12. The Yard will be divided into three sections: The indoor Puma Social Club, in the style of popular after-hour athlete clubs, complete with VIP area; the outdoor Back Yard, which allows for up to 500 people and features a beach bar, lounge areas, huge TV screens and the Puma speed test, where visitors can compete with triple gold winner and fastest man in the world Usain Bolt’s record time; and the Puma Quad, a fan-gear store made out of four ship containers.

The Puma Yard, put together in part by the London Event and Brand Experience Agency, is inspired by Jamaica and the cooperation with the Jamaican athletic team. Among 17 days of sport, music and parties, fans can expect live acts like a DJ set by Groove Armada and Jamaican Reggae musician Gyptian as well as Professor Green. Entrance is free, but online registration is necessary. Looking forward to the event, Puma’s CEO Franz Koch said, “We want to be the absolute hotspot in London this summer. The Puma Yard is perfect for everyone who wants to enjoy the games in a relaxed Jamaican atmosphere.”