Client
PUMA Group
Project
Brand & Product Ecosystem
Role
Art Director Intern - Brand & Product Experience
Skills
Illustrator, Photoshop, Figma, and Flora
Location
Atlanta, GA
Year
Apr 2026 – Jun 2026
PUMA
SPORTSTYLE
Heritage doesn't chase culture. It becomes it.
PUMA's credibility in sport isn't in question; the performance, the athletes, and the history are all there. Where it loses ground is in everyday life: the ordinary moment someone decides what to actually pull on. The gap is one of positioning, not performance. The brand shows up everywhere and stands for nothing in particular, so its identity scatters instead of compounds.
THE CHALLENGE
Athletes trust PUMA, but across fashion, retail, and digital, the brand felt fragmented. Launches, campaigns, and touchpoints often said different things, which made it hard for anyone to pin down what PUMA uniquely stood for. The job was a cohesive brand ecosystem, one that built cultural relevance and long-term recognition by connecting every experience under a single vision.
INSIGHT
PUMA's sports credibility wasn't translating into everyday culture. People weren't rejecting the brand; they just weren't thinking about it. The opening was a sharper cultural point of view, something recognizable across every interaction, not more noise.
SOLUTION
The strategy set one creative direction across product, retail, digital, and brand storytelling. Instead of disconnected launches, the ecosystem ran on a single visual language and three strategic territories: Run Club, Retro Revival, and Quiet Luxury, built to give PUMA a recognizable identity at every touchpoint.
CAMPAIGN SYSTEM
One design language tied together product launches, retail, digital, social, AR concepts, and future product experiences. Consistent art direction and culturally grounded storytelling meant every interaction built the same read of PUMA: recognizable, intentional, and sharper over time.
IMPACT
PUMA's brand team adopted the re-education platform. Competitive research across 10+ footwear brands and cultural analysis surfaced clear openings for PUMA in the lifestyle market. The result was a scalable creative framework that aligns product, marketing, retail, and digital around one brand vision.
ROLE & CONTRIBUTION
Art Director Intern - Brand & Product Experience
• Built 3 campaign platforms for PUMA's Olympics LA 2028 push; the brand team adopted the brand re-education platform and its mechanisms of conviction narrative, built on reclaiming PUMA's archival performance history.
• Developed the motion concepts across PUMA's Run Club, Retro Revival, and Quiet Luxury growth themes, connecting AR try-ons, app features, and in-store displays into one omnichannel experience.
