Aaron Padín
Puma had lost it’s way by forgetting it roots in Sport. Puma knew they needed a change to recapture their competitive edge.
The design system was based on the sole fact that Puma Athletes are different from other brands. They are the rogues of sport and are unapologetic about it. We harnessed that energy to come up with cross out the negative and accentuate the positive.
Featuring the World’s Fastest Man, Usain Bolt, football icons Mario Balotelli, Sergio Agüero and Marta Vieira da Silva; golfers Rickie Fowler and Lexi Thompson; and the Scuderia Ferrari Formula One team, the campaign sees these sports men and women challenging convention and taking risks through determination, bravery, confidence and joy.
The task was to develop a campaign look & feel that would work across print, OOH and digital media globally and in several different languages. We then created a tool-kit that was shared with production companies around the world to reproduce additional content.