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

 
 

We curated artists Morning Breath, Greg LaMarche, 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.

Collectors could acquire original art for $65 MSRP. These artists often sell works in the thousands of dollars per piece individually, 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

 
 

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