THE ASSIGNMENT: Reinforce PUMA’s credibility with Gen Z and culture-makers while standing out in a crowded sportswear market.

THE TRUTH: PUMA was respected but overshadowed by competitors. They needed to show up as more than a sportswear brand, but a driver of culture.

THE AUDIENCE: Gen Z shoppers, sneakerheads, and cultural influencers.

THE BIG IDEA: Create a portfolio of activations : The Spark holiday light installation at the NYC flagship, Color Outside the Lines art-driven retail experiences, For All Time cultural storytelling, the Melo Experience, and Forever Better sustainability hub.

THE IMPACT: Increased dwell time and foot traffic at the NYC flagship, generated media coverage in AdWeek and Event Marketer, and positioned PUMA as an innovative, inclusive force in culture.