Brainwave measurement, a technology Puma brought to the Vietnamese market for the first time, offers participants of the VnExpress Marathon Hanoi Midnight a free experience at the brand's booth. To take part, runners select a suitable pair of Puma shoes, step onto a treadmill, and wear a sensor device on their head. While running, they observe a screen displaying continuously moving images.

Throughout the entire running process—from resting, light jogging, and accelerating to completing the session—the device records electrical brain activity through three main wave groups: Beta, Alpha, and Theta. These waves reflect levels of alertness, feelings of relaxation, and a "flow state" during physical activity. The brainwave data is converted in real-time by the system, creating Brainwave Art—dynamic images that directly simulate the runner's brain state. Each artwork is unique, as no two brainwave patterns are identical.

After the experience, runners scan a QR code to view and download their personalized Brainwave Art. They can also share it on social media with the message: "Every step tells a story."

On the afternoon of 28/11, hundreds of runners lined up to try this technology. Most described the experience as novel and their first time encountering such an offering within a VnExpress Marathon event. A Puma representative stated that the activity underscores the brand's commitment to supporting 10,000 night runners. Each runner's experience generates a unique "picture" derived from their emotions and physical state. "This allows them to understand themselves, conquering the race with optimal spirit and physical condition," the representative said.

In addition to brainwave measurement, the brand showcased its latest running shoe collections in the Vietnamese market, notably the Nitro line. This shoe line focuses on ultralight weight and elasticity, with various models designed for both beginners and high-performance athletes.

Foreign runners explored Puma Nitro products displayed inside the booth.

Puma staff advised runners on high-performance shoes to optimize their results.

While the interior of the booth offered the experience zone, the exterior became a popular check-in spot for runners. Its design, resembling a giant red shoe box, stood out.

Runners checked in at Puma's shoe box-themed booth at VM Hanoi Midnight 2025. Many expressed their admiration for the design and color, likening it to a "flame" that dispelled the capital's winter cold. The booth was open for two days, 28-29/11.

The VnExpress Marathon Hanoi Midnight 2025 Powered by Puma will commence at 0h5 on 30/11. Starting from Thong Nhat Park, various distances will traverse Hanoi's most scenic streets, passing iconic landmarks such as Turtle Tower, the Opera House, and Long Bien Bridge. The temperature on race day is forecast to be around 14 degrees Celsius.

Puma's partnership brings the message "Go Wild Hanoi," encouraging runners to embrace the joy of running, fully enjoy the course, and appreciate the beauty of the capital's streets at midnight.

Hoai Phuong