Puma examines the meaning of the word ‘classic’ through a campaign called ‘For All Time’ that showcases products, content and the impact created by ‘The Collective’: a brand stable of cultural influencers who the German sportswear brand claims have shifted and shaped the sneaker space over the last 50 years.
‘For All Time’ is built on a digital short film series, helmed by Chelsea Director Nadia Hallgren, which highlights Puma’s legacy as a classic and culture-leading sneaker brand.
The film-led initiative provides a platform for the established endorsers to tell their stories and playbook on how they have created timeless, classic influence.
The project also shines a light on the creative influencers Puma believes will develop the classic of tomorrow and sees each existing member of ‘The Collective’ select a rising star from the next generation to join the group, champion their work and hand over a financial grant as well as mentorship and promotional support.
The project began rolling out in early summer 2022 and continued through the autumn and films feature established ambassadors from PUMA endorser stable such as two-time NBA champion Walt Frazier, American Football quarterback Emory Jones, lifestyle consultant Mike Camargo and Roc Nation Founder Lenny Santiago.
The campaign was shot by Director Nadia Hallgren and Photographer Lenny Santiago with Creative Director June Ambrose and production was handled by AI Creatives.
Comment
This campaign not only honours the sneaker icons of the past and the present, but also celebrates the next influencers to connect to the future generations who will wear them and contribute to their stories.
In other words, an interesting way to celebrate the past and predict the future, to connect committed brand fans with future customers through brand created marketing content.
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