For Chinese New Year, the traditional board game Ludo, locally known as Airplane Chess, was redesigned to create Puma Airplane Chess as a VIP customer gift. With a shoebox replacing the game box and miniature versions of the Puma suede sneaker replacing the chess pieces, the design references two essential, iconic brand elements. Not only does Ludo bring back positive childhood memories, it also fits the brand identity. It is a game for four players who are travelling to the same destination. Using the miniature shoes as gaming pieces creates a link to a mobile society which calls for comfortable shoes.