Puma

CREATIVE DIRECTION WITH PURPOSE.

Starting in 2006 I worked across a diverse and creative series of global roles and categories for PUMA. Working across multiple collections and managing teams in Boston USA, London, Herzogenaurach, Germany and Tokyo. My roles comprised Category management through to Business Unit Head of Black Station and finally Global Creative Director for PUMA Footwear. I managed the Black Station team including fashion driven collaborations with Alexander Mcqueen, Hussein Chalayan and Mihara, through to Streetwear collaborations with PUMA Select.

Following the creation of Rayy London I continued to work with PUMA helping to form their seasonal creative direction. Working with the Global Brand Creative Director, we researched and created a series of trend and concept packages, presented to PUMA’s creative teams across design and marketing, at their creative kick offs. We uncovered and dissected trends across fashion, streetwear, arts, psychology, politics and tech bringing new perspectives to inspire fresh ideas for the brand. We demonstrated how these cultural shifts would develop and land with the PUMA consumer and how they would shape fashion and sports wear for the coming seasons. Completely bespoke to the brand and focused entirely on their consumer and business, we showed how to translate these trends into product and brand stories.

The following pages are a snapshot of some of the some of the creative direction and concept work, together with some of the footwear projects.