Puma North America wanted to make a splash for the opening of their new PumaLab, a shop-in-shop experience in the tier 1 Foot Lockers of NYC and Detroit.

I curated artists Morning Breath, Greg LaMarche, and Tim Curtis (For NYCs opening), along with Mr. Kiji and Nick Jaskey (For Puma Lab x Footlocker Detroit) to create original handmade artworks (one dozen per artist) on classic Puma Clydes.

Times Square, NYC

Tim Curtis, Greg Lamarche, Morning Breath

Collectors could acquire original art for a mere $65 MSRP.

These artists often sell works in the thousands of dollars per piece, giving fans an unprecedented value at an unexpected and unique access point.

Hyperlocal NYC Results:

  • 100% of product sold out within minutes

  • 36 pairs of Clydes personalized by 3 guest artists

  • Over 6.5M Social media impressions in the first 12 hours

  • Over 25K instagram likes in the first 12 hours

Dearborn / Detroit

Mr Kiji, Nick Jaskey

After the success of the NYC opening, we set our sights on the opening of a new Pumalab in Dearborn Michigans newest Foot Locker.

We worked with artists, Mr Kiji and Nick Jaskey to not just customize sneakers, but design a limited number of tees and silkscreen prints for the store and install some public art, around Detroit leading up to the opening.

We then created an asset pack of photo and video for geo-targeted marketing efforts via Snapchat and Instagram Stories that pushed fans to a street art scavenger hunt.

While hyperlocal, the story and excitement was universal across all social networks worldwide.

Hyperlocal Detroit Results:

  • 1.66M impressions generated from SnapAd and geo-filters
    (76% greater than target)

  • 486 hours spent on SnapAd – this equates to roughly 20.2 days!

  • Geo-filters were viewed 17.2K times

  • 20.9K completed views on our SnapAd (198% greater than target)

  • $0.22 CPCV (88% better than target)

  • $6.76 CPM (51% better than target)

  • Together with partner agency, 1,000 Heads, this work won a Shorty and an OMMA award. High fives. Teamwork makes the dream work.

Deliverables

  • Creative Strategy

  • Artist Curation

  • Customized Products

  • Creative Direction

  • Art Direction

  • Production Management

  • Copywriting

  • Key Visuals

  • Video Assets

Special Thanks To:

Puma North America Marketing

Tim Curtis
Greg Lamarche
Morning Breath
Mr Kiji
Nick Jaskey
Artists

Brian Kelley
Denny Renshaw
Farewell NY
Dana Gluck
Photography

Stephen M Marino
Director, DP

1,000 Heads
Social Agency & Activation Partner

Results

  • 52 pairs of Clydes personalized by 5 guest artists

  • 100% of product sold out within minutes

  • Over 9.5M Social media impressions

  • Together with partner agency, 1,000 Heads, this work won

    • Shorty Award in 2017

    • OMMA Award, Retail 2017