PUMA Futro
Inspired by the PUMA Fast Rider from the ‘80s, the new silhouettes fuse modern design features with a retro style and ultimately creating an archive-inspired sneaker with a distinctly retro feel.
This continues what PUMA dubs its “Futro” approach — a portmanteau of Future/Retro — to present something new and unexpected.
Not only did fashion insiders jump at the chance to rock them before their release, digital designers also joined the movement and added their twists to what the sneaker would like like in the future. Meshing the standards of reality with virtual space, they further brought the aesthetic and ethos of PUMA Futro to life.
Yvonne’s role in the execution of this campaign included sourcing talent across both categories, annotating talent agreements, collecting and organizing assets for client approval, and liaison with talent. Debriefing Talent and Project Managers on time-sensitive actions that needed to occur behind-the-scenes was crucial in order to stay within budget and ensure timely circulation of campaign deliverables for the US leg of this global campaign.
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