THE ASSIGNMENT: Launch PUMA’s Flutur collection with Dua Lipa in a way that captured festival culture and connected with next-gen consumers.

THE TRUTH: Product launches are often transactional and forgettable, especially with a Gen Z audience that craves experiences, not sales pitches.

THE AUDIENCE: Festival-goers, sneakerheads, and Dua Lipa fans converging in Chicago during Lollapalooza.

THE BIG IDEA: Transform a raw 3,000 sq ft Michigan Avenue space into an immersive, rave-inspired pop-up where fans could engage with the collection and the brand. Over three days, more than 5,000 visitors (including Dua herself!) attended, generating 20.6M+ social impressions, 16M+ reach, and 866K+ engagements, with press coverage in People, Vogue Mexico, and Hollywood Life.