CAMPAIGN: PUMA STATES REISSUE
YEAR: 2014
ROLE: BRAND ACTIVATION |PR | SOCIAL
To celebrate the reissue of the PUMA STATES in the UKIB region, PUMA collaborated with 5 selected sneaker boutiques, a leading lifestyle media partner and the team of World BBoy Classic.
To amplify the story PUMA teamed up with media partner LACEBAG and key sneakerheads, graffiti writers, breakers, DJ’s and Hip Hop intellectuals across Europe.
For 7 weeks, LACEBAG published exclusive interview content each week, to shine light on the PUMA STATES history from 7 different perspectives. Simultaneously PUMA installed premium PUMA States retail displays at 5 key sneaker boutiques across the BLX region to bring the story to the sneaker community.
To round things up, a full PUMA STATES exhibition was hosted at the World BBoy Classic World Finals, activating the story amongst the core breaking community.
