Puma + Combo
Puma is a clothing, footwear and accessories brand. For the third time, Puma has called on us for the development of a campaign, to launch the Rudolf Dassler collection.

How did we get started?
We had two aims: to organize an exclusive event in coincidence with Puma´s 60th anniversary, and to present its' latest collections. The event was scheduled as a part of Buenos Aires Fashion Week, during which the SportLife and Rudolf Dassler collections were exhibited.

What were we looking for?
Puma tries, with each new collection, to give its' design new meaning. One design concept always present in the brand is "modern-vintage." The Dassler collection updates itself with past material, reinventing a tradition and transforming it into a modern form with the Puma original spirit. We wanted to generate a new way for Puma to interact with the public at BAF week, to make the attendees feel they are going back in history.

How did we do it?
We designed the Dassler space as two stacked rooms, each about 15 feet tall and 7 1/2 feet wide. We generated a space that expressed a contrast between the rustic and the industrial. On the outside, the Dassler showrooms were the original colors of the Industrial containers used to make the rooms, undecorated save the Dessler Puma image.

What did we achieve?
Puma was recognized as a distinguished brand at BAF week and differentiated itself from the rest of the exhibitors. The Dassler space generated a bond with the public, who found It fun and interesting. The success of the presence of Puma at BAF WEEK was reflected in the media coverage it received in magazines, newspapers, radio and television programs and digital media.