Images from an unusual PUMA India advertising campaign featuring Buddhist monks in traditional burgundy robes and modern running sneakers are gaining popularity online. The campaign, titled "Meditation in Motion," was created to promote a marathon scheduled for September 10-13 in Ladakh, according to infohub.kz.
In the photos, monks are seen tying their sneakers, drinking tea, and spending time in the monastery in their usual surroundings. The shoot took place at Thiksey Monastery, one of the most famous Buddhist monasteries in the Himalayas. It is located about 19 km from Leh district in India and was founded in the 15th century. The white buildings of the complex on the hillside served as the main backdrop for the advertising shots.
The ad draws a parallel between running and meditation: both require concentration, rhythm, discipline, and attention to one's body. The images are stylish: the monks' burgundy robes, the calm atmosphere of the monastery, and the bright sports sneakers create a striking contrast. It is this combination that has caught the attention of social media users. In comments, the ad is being called one of the most successful campaigns, with praise for the marketers' work.
"This is the coolest thing I've seen on the internet today," "Monks who became Ferraris," "Running is meditation in motion," "The coolest photos of 2026," "Calm souls in fast soles," "Best PUMA ad. Clean and perfectly shot," "They are magnificent," "Literally incredible energy," "Great marketing move. Hope the monks got some cool gear," commenters write.
Earlier, Kursiv reported that a robot monk appeared at a Buddhist temple in Seoul. The robot named Gabi from South Korea was officially ordained as a monk. During the ceremony at Jogyesa Temple, it bowed, folded its hands in prayer, and recited Buddhist vows along with the monks.