Tate vs Puma

Tate Britain's latest exhibition, Work No. 850, features a person running as fast as they can every thirty seconds through the gallery, followed by an equal pause. To look the part, each runner is dressed in Puma, the clothes enhancing the image of the exhibition which celebrates the physicality of the human spirit.

"I wanted the runners to look beautiful. That's a very important part of it," said artist Martin Creed, a former Turner Prize winner. "I realized quite quickly that we needed professional help, that the runners had to have good shoes," Creed told WWD. "That's how we got to Puma....It's really hard work running on these hard surfaces — it shakes your bones, people get injured very easily."

The runners participating in Creed's work all wear pieces chosen from Puma's spring 2008 running collection. The runners also wear selected pieces from Puma's Runway collection, a fashion-inspired line of athleticwear.