Puma
CREATIVE DIRECTION .
Starting in 2006 I worked across a diverse series of projects for PUMA, including managing the lifecycle of the Mostro as a product manager, leading the McQueen and Mihara collaborations as the head of Black Station and working on Usain Bolt’s London Olympic outfits as global Creative Director for lifestyle.
Following the creation of Rayy London, the relationship with PUMA continued. Rayy London created a series of concepts and trends, for PUMA’s global creative and brand teams, presented at the seasonal creative kick offs, translating trends across fashion, streetwear, art, psychology, politics and tech, to inspire fresh ideas for the brand. Completely bespoke to the brand and focused entirely on their consumer, we showed how to flip these trends into product and brand stories.
The Results
'Rachel and the team, provided truly valuable insights and in-depth research around sociological and commercial trend forecasts for PUMA’s Seasonal Creative Kickoffs and Design Camps. Because of her vast experience in Design leadership and the Sportswear and fashion industry she continuously exceeded my expectations and that of the Creative Director’s team.
The content prepared by Rachel and her team was tailor-made, specific, and bespoke to the needs of the diverse PUMA Business Units and Design Teams.
Her deep knowledge of the target consumer and the well-structured content was presented in a really professional and accessible way and provided us with the building blocks for PUMA’s Seasonal Creative Direction.”
Torsten Hochstetter, Creative Director PUMA. 2013 - 2020
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