the challenge
How do you launch an Italian icon in a Middle Eastern streetwear context?
Link Palermo’s terrace culture
to Middle Eastern streetwear
Engage authentically
with Gen Z
Create a visually cohesive,
cross-platform campaign
Campaign Objective:
Foster cultural relevance to empower Gen Z in embracing their identity and self-expression.
Puma Palermo Case Study
Puma Palermo Case Study
Strategy & Creative Concept
A campaign blending storytelling, local subcultures, & terrace fashion cues.
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Celebrated individuality and origin
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Fused Italian legacy with the rhythm of Middle Eastern streets
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Unified narrative across digital, retail, and influencer channels
Creative Direction: Confident, bold, Cultured, and movement-driven.
Puma Palermo Case Study
HERO FILM
Puma Palermo Case Study
Master Visual
Puma Palermo Case Study
Execution Overview
Multi-Touchpoint Activation
Hero Film
Micro-influencers owning city streets with Palermo style
Key Visuals
Premium, retail-ready content
Influencer Content
First-person fashion POVs
Teaser Video
High-impact edits, abstract storytelling
Retail & E-Com Assets
Unified omnichannel design
RETAIL & DIGITAL ACTIVATIONS
Website banners
Digital billboards
In-store displays
Puma.ae
From sketches to set, our creative team visualised every frame to ensure consistent tone, style, and storytelling across platforms.
From sketches to set, our creative team visualised every frame to ensure consistent tone, style, and storytelling across platforms.
Own Your Ground” became more than a tagline. It became a cultural movement — empowering a new generation to celebrate where they’re from and where they’re going.