In the framework of the After Hours Athlete-Campaign, the sports and lifestyle label Puma has created a short movie in cooperation with director Fredrik Bond. The 90-second film was produced by Droga5 and was made to carry and spread the basic idea of the campaign, which is that life is it meant to be celebrated and enjoyed. Puma presented different kinds of recognizable people that people could easily identify within their own circle of friends, such as the joker, the one with unexpected talents or the leader of the pack.

The ad shows apparel, footwear and accessories from the spring/summer and fall/winter collections of 2012/13 – the uniform of the After Hours Athletes. To commemorate the summer Olympics, East London's Puma Yard will be open to celebrate this initiative.