PUMA
DIAMOND
YOUR ID - POP UP STORE
Project
Development of the launch of the collaboration between PUMA and the American brand Diamond Supply Co, construction of the collaboration activation plan, uniting the brands' energy with a carefully structured plan, seeking to take advantage of opportunities and synergy between the brands to provide a memorable experience to consumers in our target audience. I created a fundraising plan for this execution and, in this context, the sneakers and streetwear network YOUR ID was the local partner for us to carry out this action, promoting this launch in the central region of São Paulo, more precisely in the rock gallery, one of the locations most emblematic of Brazilian urban culture, extremely representative of skateboarding and lifestyle culture.
Responsibilities
Commercial, Business Management, Project Construction. Launch strategy.
Year
2018
PUMA
DIAMOND
YOUR ID
The collaboration between PUMA and Diamond, renowned brands in the sports and skateboarding market, was told in an authentic and genuine way through a capsule collection that includes clothing, accessories and sneakers. I mapped business opportunities for PUMA, resulting in a partnership with YOUR ID, a streetwear retail chain. The launch of the collection took place at Galeria do Rock, with the opening of a Pop Up Store that was available for a month, allowing products to be sold strategically and efficiently. This collaboration was marked by the richness of São Paulo's urban culture and the influence of street fashion between the brands.
The work done for the collaboration between Diamond and Puma aimed to bring energy to the launch, even considering Diamond as a brand with roots in skateboarding. It was essential that we tell the story from Puma's point of view, highlighting its DNA from the sport's street culture.
In this project, I sought to establish a strategic partnership between Puma and its commercial partner to generate new business and reach qualified consumers. To implement this initiative, we implemented effective strategies, such as a communication plan and the construction of a pop-up store in an important commercial location on the YOUR ID network. The removal of seeds at the activation location, the presence of influencers and an activation at the busy Galeria do Rock, in São Paulo, were key elements for this launch, which resulted in a great success both commercially and as a wellness brand.
