To be fair this is only partly a shop, if you regard one of the functions of a shop as being to display goods that people might want to buy. This is, self-evidently, a truck that appears to have a variant of a Chinese puzzle along one of its sides.

It is in fact a form of roadshow for sports brand and retailer Puma and the idea is that it shows running shoes and trainers as they used to be under the catch-all title ‘Rewind’.

It works by parking up, the puzzle is then ‘popped-out’ allowing the contents - a lot of boxes of sports shoes - to be revealed, ready for trading. Except that this is not about selling, which is why it isn’t really a shop in every sense of the word. Instead, those visiting the truck as it tours select parts of Manchester, London and Liverpool, can take part in a competition that allows them to win a pair of retro shoes of the kind worn during the 1970s and 1980s.

Clever stuff, insofar as the locations being targeted are, among others, universities: full of the brand’s potential customers looking for a little piece of a time before they were born. It also works purely on a design level. It’s hard to make this kind of thing work in a static display. Putting it on wheels and then taking it around the country is a rare feat of imagination - and who knows, it might even persuade a few indolent students to greet the day, rather than wondering whether the 11am lecture might just be worth considering.

A highly effective brand reminder then and who knows, Puma may have had its fair share of financial woes, but with this sort of initiative, it could yet relive the glory days.