CAMPAIGN
PUMA RIDER

Project

Development project for the annual PUMA Campaign, focusing on Music, Art and Fashion, aiming to launch the new PUMA RIDER product franchise. This project covers the mapping of strategic communities, youth culture and a launch and activation plan with micro and large influencers, in addition to working together with partner media to boost the brand's journey. Despite the challenges imposed by the 2020 pandemic, we demonstrated our resilience and adaptability, seeking new ways to engage our audience, reflecting the great success of these launches throughout the year, reflected in a great sell-out of sales.

Responsibilities

Marketing Strategies, Community Mapping, Product Restatement Work for Today.

Year

2020

FUTRO - FUTURE/RETRO

With the aim of telling the entire legacy of the PUMA Rider product family, a product franchise that was born more precisely in 1977, and which would be the brand's main model for the next few years, we put together a plan thinking about the legacy and history of the products and how to translate it for the present day and for new generations, with this I developed a plan through a product journey, through its different model variations, starting with the Puma Style until arriving at the Future Rider, work developed with specific communities from "Sneakerheads", media partners from different audiences, musicians and also creatives from multiple areas, in addition to a strategic plan very well thinking about the way and places where they would be sold and activated. On this journey, one of the biggest challenges was adapting much of the content and activations due to the Covid-19 pandemic.

SNEAKERSBR

We have a partnership with sneakersBR, a media outlet specializing in sneakers, which plays an important role in the local market by communicating with the target audience we seek, rescuing the history and heritage of the products, showing new versions and inspirations. behind the releases, through content, articles and detailed analyzes (unboxing reviews) for each new release. sneakersBR establishes itself as a reliable partner and an effective communication channel to generate reputation and engagement with an audience that understands and likes sneakers.

PUMA STYLE RIDER

We joined the SneakersBR team and developed a series of digital content with the aim of providing consumers with more details about each launch. For each new release, we create "on feet" and unboxing review videos, allowing our audience to closely follow the details and experience of these new models.

The PUMA RIDER family has a fascinating legacy that deserves to be explored. Its history reveals a link between the past and the present, through the movement created by the brand called FUTRO (Future/Retro). Through the SBR LISTA framework, we can deepen this content and reach both sneaker culture enthusiasts and those who appreciate the rich narratives behind the products.

SBR LISTS: PUMA RIDER

During the challenging period of the pandemic, it was necessary to adapt and rethink formats in our journey. In this context, the traditional unboxing reviews model was reconfigured in order to offer a new form of display, but allowing us to continue our product journey, in addition to an amplification of the campaign, which included the participation of the protagonist Bruna Marquezine, who contributed to the dissemination of this release.

PUMA STYLE RIDER

All Videos

11:40

10:26

02:36

KICK STORY

To enrich and add more characters to the story, as a big fan of Kick Story’s work, I was able to involve them in our project. This way, we were able to present an authentic narrative, allowing them to tell stories through their sneakers. We invited a few creatives to contribute their perspectives and incorporate their personalities into our journey.

We invited Julia Costa, Thiago Miyamura and Olivia Lang.

A @ajuliacosta fez o corre para criar sua marca de roupa, onde ela expõe o seu estilo e talento, podendo criar as coisas do seu jeito. Hoje em dia sua marca além de reconhecida, ajuda a sustentar sua carreira na música também.

NOTTHESAMO

We joined NOTTHESAMO, which is a media and fashion, art and urban culture platform, globally and locally, to translate the story of PUMA RIDER in a unique, simple and local way.

Through two perspectives and paintings from NOTTHESAMO, 'Por Trás do Corre', we invited Julia Razuk and Derek to show a little about their experience, routines and their relationships with art and music through two interviews produced on video.

And "To keep an eye on", where we present names in the local scene and movement who have great talent in their areas of activity, whether with music, art or fashion, we bring to the lens Teiu DJ and music producer and the creative and model Pietra Abreu . In addition to producing interviews, we developed a shooting with each of the local creatives.

TEIU

BACO EXU DO BLUES

Giving voice to the campaign, with music being one of the campaign pillars, we developed some content with the artist and musician Baco Exu do Blues for the product launch journey, taking advantage of his presentation at the 2020 Summer Festival.

BRUNA MARQUEZINE

Expanding the reach in the last stage of the journey, we have the production of high-impact content with actress and model Bruna Marquezine. More than simply adapting the campaign, the team had to adjust to the 2020 pandemic, imposing profound transformations on various aspects of life. This required the campaign's communication and launch strategy to be rethought, resulting in the re-evaluation of all content produced at the beginning of the year, as all of it had already changed or was in the process of changing. With this collective thought, we recount this part of the journey.

Through the thought of "change begins when we move". In the video, Bruna was invited to relive the moments of the trip and say how she feels when watching the new campaign video, recorded in New York in March 2020, with the campaign being executed in June 2020.

SBR MAGAZINE #15

Construction of an editorial with SneakersBR, for the magazine's 15th edition , telling the past and present of footwear, material produced in digital and printed media distributed free of charge in some points such as sneaker stores, we also carried out high seeding with product + magazine.