After 20 years out of the game, PUMA was ready to come back to basketball. As the lead writer on this project, we took over a space across the street from Barclays Center and in 4 days, got people from not even having Puma Basketball on their radar, to being the hottest basketball sneaker brand everyone was talking about.
As a brand without any official ties to the NBA, we bet big on everything about basketball culture besides playing basketball: The fashion, the music, and the social issues our audience cares about. Everything is anti-establishment. Anti-NBA, anti-Nike, anti-Adidas. Culture first. Made for the Street. Built for the Court.