Buddhist monks in running shoes? Puma India’s Ladakh campaign has a deeper message

At a monastery perched amid the stark mountains of Ladakh, meditation has found an unexpected companion: running. Puma India has brought 40 Buddhist monks into a new campaign that places them in traditional robes and running shoes, turning the contrast into a visual meditation on focus, discipline and movement.

Titled ‘Meditation in Motion’, the campaign was photographed at the 15th-century Thiksey Monastery in Leh and across the surrounding Ladakh landscape. Released ahead of the 13th edition of the Ladakh Marathon, the campaign draws a parallel between the stillness of meditation and the intense concentration required to keep moving through one of the world's most demanding high-altitude races.

When meditation meets movement

The campaign features the monks wearing Puma's Deviate PURE NITRO running shoes while retaining their traditional robes. Across six frames, the visuals move between the monastery and the dramatic terrain of Ladakh, using the setting itself as an integral part of the campaign rather than simply a backdrop.

The central idea is that meditation and running, despite being seemingly opposite activities, can lead to a similar mental state, one where distractions fall away and concentration takes over.

Ramprasad Sridharan, managing director, Puma India, said the campaign was designed to explore the mental side of running.

“Movement and meditation may take different forms, but they can often lead to the same place: a state of complete focus and presence. We wanted to capture the less visible side of running, the mindset that takes over when the miles fall away and everything else fades out,” he said.

A campaign shaped by Ladakh

The location is particularly significant as Puma India enters its third year as the exclusive sportswear partner of the Ladakh Marathon. The race has grown into a major international sporting event, with more than 6,600 participants from 30 countries expected to take part.

The marathon will be held from September 10 to 13, with runners taking on courses at altitudes that make both physical endurance and mental resilience crucial.

Its most demanding challenge is the 122-kilometre Silk Route Ultra. The race begins in Nubra Valley at around 10,700 feet before climbing to Khardung La Pass, reaching 17,618 feet. The altitude is significantly higher than Everest Base Camp, making adaptation to the terrain and weather a key part of the experience.

Chewang Motup Goba, founder and race director of the Ladakh Marathon, summed up the philosophy behind running in the region: “You cannot fight the mountain, understand and embrace it.”

The Ladakh Marathon is also recognised as the world's highest AIMS-certified race, further reinforcing the campaign's emphasis on the psychological demands of running at extreme altitude.

Kareena Kapoor reacts

The campaign has also received a celebrity nod from Kareena Kapoor, who has been associated with Puma India as its brand ambassador for several years.

The actor reshared Puma India's campaign post on her Instagram Story, writing, “Well Done @pumaindia Fam. Love this.”

The endorsement adds another layer of visibility to a campaign that relies less on conventional sporting imagery and more on the cultural and geographical identity of Ladakh.

The shoe at the centre

Puma's Deviate PURE NITRO is at the heart of the campaign. At the centre of the campaign is Puma’s Deviate PURE NITRO, which was launched in June 2026. Priced at $150 in the US and £130 in the UK, the shoe sits in a competitive segment alongside popular performance models such as the Adidas Evo SL and ASICS Novablast 6. In India, the Deviate Pure NITRO is currently listed at ₹14,999, including GST.

The running shoe uses the brand's NITROFOAM cushioning technology, engineered mesh and PUMAGRIP traction. Unlike carbon-plated racing shoes, the model is designed without a carbon plate.

For participants in the Ladakh Marathon, Puma will also supply race-day T-shirts across categories. Those taking part in the Ultra will receive additional equipment, including jackets, arm sleeves, thermals, beanies and caps.