World's Smallest Gym
A headset, two meters, zero excuses
Overview
For people working out at home, space is one of the biggest barriers. The World’s Smallest Gym — a pop-up by Meta Quest and PUMA — proved otherwise, with creator-led content that turned a 2m² activation into a social story about making fitness work anywhere.
My Role
Strategy & Project Lead
Led campaign strategy and social POV, coordinated cross-functional teams across EMEA, and helped define the narrative arc from on-the-ground engagement to global reach.
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The Opportunity
Meta Quest 3 needed to expand beyond gaming into fitness in Europe, where consumers faced limited home space and challenging weather for outdoor workouts. PUMA stores in high-traffic malls provided an ideal showcase venue. Our role was to amplify The World's Smallest Gym—a compact 2m x 2m activation created in Berlin—through a global campaign that demonstrated how the headset enables effective workouts in minimal space, using a creator-led approach that blended physical demonstrations with digital storytelling to make the product appear practical and shareable.
How It Came to Life
We positioned Meta Quest 3 as the perfect indoor fitness solution during cold winter months when motivation wanes. The campaign amplified Berlin's "World's Smallest Gym" PUMA store activation through a strategic three-phase rollout with top German fitness creators: first teasing the Berlin reveal, then capturing authentic first-person content during the launch, and finally extending the narrative with at-home "cozy cardio" content. This creator-led approach showcased Meta Quest 3's versatility across Meta Quest's global channels, reframing it as an accessible fitness tool that works anywhere, regardless of space constraints.
The Outcome
With over 35K social engagements in H1 2024 and a 30% lift in Meta Quest headset sales in Q1, the World’s Smallest Gym proved that a small space — and a strong POV — could drive big results. The activation helped reposition Meta Quest 3 as more than a gaming device: it became a go-to tool for movement, anywhere.
