Puma is engaging 10,000 runners participating in the VnExpress Marathon Hanoi Midnight Powered by Puma 2025 with a series of technology and interactive activities. A highlight of these activities is an experience booth designed like a giant shoe box, located in the expo area. Here, runners can try out brainwave measurement.

Brainwave measurement is a method of recording the brain's electrical activity through specialized sensors placed on the scalp. When the brain is active — thinking, focusing, relaxing, or reacting to emotions — neurons generate electrical signals. These signals form brainwaves with different frequencies, reflecting a person's mental state.

A perspective of Puma's large-scale experience space. *Photo: Puma*

In sports, this technology helps assess emotional states and concentration levels before a race. The tracking device records psychological fluctuations, enabling runners to understand their bodies, maintain mental stability, and find the necessary focus for a long journey through the capital's night.

In addition to brainwave measurement, the brand offers shoe trials, running technology demonstrations, and visual experiences. These activities are based on the "Go Wild" spirit, a global campaign emphasizing joy, freedom, and personal emotion in sports. With this approach, Puma aims for runners to shift from performance-driven running to running for feeling, discovery, and enjoying the journey.

Furthermore, on 28/11, the brand will host a Shake Out Run, bringing together prominent runners and pacers from Vietnam's running community, including Dan Quyet and Anh Khoi. The event is designed to create an exciting atmosphere, help runners warm up and maintain their leg feel before race day, and foster community connection.

Puma's shoe box-inspired booth. *Photo: Puma*

The VnExpress Marathon Hanoi Midnight 2025 marks Puma's first time as a main partner for a race in Vietnam. The brand views this night run as an opportunity to spread the "Go Wild Hanoi" spirit. For runners, the technology experiences at the booth are crafted to provide motivation before they hit the course. Activities range from trying Nitro shoes and interactive photo opportunities to street running-themed check-in spots. Puma hopes runners will gain a clearer sense of their own emotions, allowing them to enjoy the journey and maintain a positive spirit.

The VnExpress Marathon Hanoi Midnight 2025 Powered by Puma begins at 12:05 AM on 30/11 in the Thien Quang Lake area. The 42 km distance starts at 12:05 AM, followed by the 10 km distance at 1:00 AM, the 5 km distance at 1:30 AM, and the 21 km distance at 2:00 AM. The finish line is located on Tran Nhan Tong walking street.

In its fifth season, the race maintains its route through distinctive landmarks such as Ho Guom, Hanoi Opera House, Ho Chi Minh Mausoleum, and Long Bien Bridge. The illuminated central streets, combined with the chilly late-year weather, create a unique atmosphere for the Hanoi night race. The start and finish areas integrate cultural spaces and community activities, encouraging interaction between runners and spectators throughout the event.

The race awards over 1 billion VND in prize money. The highest prize goes to the top 1 male and female athletes, who each receive 15 million VND in cash, Puma Deviate Nitro 3 shoes, a Vitatree product set, and a 10 million VND voucher from Hong Ngoc Hospital. The total value of these rewards exceeds 30 million VND.

Hoai Phuong