Client: Puma / Puma Legacy
Role: Brand Naming, Brand Narratives, Brand System, Campaign, Identity, Creative Lead, Art Direction
Project Info.
PUMA Legacy is a homage to Puma’s past and present, drawing on the finest moments in the brand's history to celebrate their archive and their future. Product designs take inspiration from PUMA's football legacy, transforming the classic King boot into a unisex collection for the kings and queens today.
Own the game.
PUMA Legacy started from the idea of taking their current PUMA collections and collaborating with their past self. Since PUMA has a vivid set of archive pieces, it was a logical evolution of combining them with the latest silhouettes to see what their future could look like.
Narratives.
Based on PUMA's legendary King football boot (crowned 1966), the Legacy adaptation is King DNA infused with a unique sub pattern. With iconic 'player of the tournament' looks and superior street comfort, ‘Legacy’ is the quintessential sports/street-style collection. This Project is about giving a fresher look of the ‘King’, a sleeker silhouette, keeping the detail of the famous vamp stitching as the original Puma King football boots
Identity.
As an orientation displaying powerful elements to represent puma football's fierce and inviting style, the new mark was a natural evolution from the King’s iconic ellipse mark, but maintaining the heritage via a strong typeface - Garnett - culminating both rooted in history and imbued with the perfectionism and eccentric personality.
The visual system and concept, with its colourful homage to the first ‘King’ silhouette and pattern, brings culture onto the pitch and football onto the streets.
