Fostering the new era of hustlers, ’Tsugi’, the Japanese word for ‘next’, represented the new puma sportstyle era. The line brought forward a new wave of aesthetics to progressive streetwear, a fusion of modernity, technology, and traditions. With their new chapter in India,
PUMA #RunTheStreets started redefining the standards of brand involvement. Rather than piggy-backing off talents that already exist, they intended to not only celebrate 4 Indian hustlers but also build a collaborative space where people in creative fields can hone and exchange skills. Keeping in mind the brand language of the campaign I chose to go with a monochromatic style with the typography blending into the artwork.
The posters were displayed at flagship Puma stores across Mumbai, India and pasted around the city as wall pastings as part of their gorilla marketing strategy.
The campaign also involved a promotional video as well as a launch event in Mumbai, India.

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