PUMA
MANO BROWN
FUBU - FOR US BY US
Project
Activation and launch plan for the collaboration between Puma and Fubu, I led the store curation and business management, developing the activation plan for the collaboration with asset to create an energy and wellness brand.
Responsibilities
Campaign Strategy, Production, Community, Commercial Management, Seeding.
Year
2018
In celebration of 50 years of the Puma Suede icon, Puma presents a limited capsule collection in partnership with the American brand FUBU (for us by us). This collaboration was a tribute to the representative and influential legacy of black culture, fundamental to the development of streetwear, with great reference and inspiration from Hip-Hop. The collection was activated and launched in Brazil with the special participation of Mano Brown, brand ambassador, During his Boogie Naipe album tour, I carried out the campaign activation and mapping process to coincide with Lollapalooza, the biggest music festival in the country.
Mano Brown, one of the greatest references and personalities in Brazilian musical culture and Hip-Hop, is a worthy name for activating and translating collaboration in our market.
During the second day of the Lollapalooza festival, the musician performed all dressed up in pieces from the collection that could be seen from afar on the festival's big screen. The entire presentation was organically published in several outlets, further helping to boost the launch.
