madeWORKSHOP Fabricates VIP and Customisation Areas for PUMA Group at AG Fest 26

madeWORKSHOP built the VIP and customisation activation areas for PUMA Group at AG Fest 26. The festival was produced by GENERATION.works, which brought madeWORKSHOP in to handle physical fabrication for two of the event's core brand spaces.

The VIP area served as a hospitality zone for PUMA Group's guests at the festival. The customisation activation gave attendees a space to personalize PUMA product on site. Both fell under madeWORKSHOP's scope of work, distinct from GENERATION.works' role as overall producer of AG Fest 26.

The announcement came via madeWORKSHOP's LinkedIn page on July 31, 2026. The post credited GENERATION.works as the producing agency behind the festival and named PUMA Group as the client.

AG Fest 26 marks the latest instance of PUMA Group advertising built through a multi-agency structure, with production and fabrication responsibilities split across separate independent shops rather than housed under a single holding company network.

Neither madeWORKSHOP nor GENERATION.works disclosed the budget or headcount assigned to the PUMA Group activation. No additional agencies were named in connection with AG Fest 26 as of the July 31 announcement.

Free Agency Media will update this report if further details on the AG Fest 26 activation or additional agency credits are confirmed.