Puma

Global brand re-boot for Puma that launched in the summer of 2014. Design work with the JWT Design Team under Aaron Padin and Graham Clifford; with Soyeon Yoo and Emily Perez.

Puma had drifted too far from their roots as a sports-driven innovator into a lifestyle clothing company. We pitched and won the business with the execution of the new company manifesto, "Forever Faster," which became a powerful rallying cry. 

Graphically, a deceptively simple and powerful typographic visual device was created: bold typography utilizing an strikethrough that can also become an underline. Acknowledge and eradicate anything negative, underscore the positive.

The campaign was truly global, across all media, and executed in several countries and languages around the world.
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