LAST CALL: Formula's punch is a San Diego hit

San Diego has always been the sleepy cousin of LA, but excitement is even harder to come by in the city than we imagined.

San Diego has always been the sleepy cousin of LA, but excitement is even harder to come by in the city than we imagined.

When Formula PR president and founder Michael Olguin put a pair of Rock'em Sock'em robots in his street-level floor to ceiling windows, fans of the retro punching pugilists began hanging out on the sidewalk to stare at them. Before long, those entertainment-deprived gawkers began coming in the front door, asking where they could score their own battling bruisers.

"One man had me show him how to go onto eBay to locate his own set," claimed Formula's Mia West, who added that Olguin considers being pleasant to such passersby as a "lesson in PR."

But plastic punching isn't the only sport the Formula team plays. Olguin also has his staff on the run - literally. He urges the entire office to go on a group jog every Saturday, and to participate in marathons.

Formula even installed a shower and changing room so staffers can hit the pavement during lunch hour.

Perhaps they should move that shower to the head office - and give San Diegans a real reason to stare.

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