We shaped the creative direction and pre-production for the PUMA x SAYSKY Forever. Stars. collaboration, crafting a bold visual identity, athlete considerations, and building a compelling narrative. From concept development to strategic planning, the creative direction of the campaign authentically captured the energy, movement, and connection that define the global running community.
Project Overview
For the PUMA x SAYSKY Forever. Stars. collaboration, we led the creative direction and pre-production planning, crafting a dynamic visual identity that blended PUMA’s performance heritage with SAYSKY’s bold, urban aesthetic. Our focus spanned concept development, athlete considerations, location sourcing, and the creation of a compelling narrative and storyboard through creative direction that reflected the rhythm of running—its highs, lows, and relentless motion. Through detailed creative storyboarding and strategic planning, we ensured the campaign authentically captured the spirit of connection, movement, and shared passion within the global running community.
THE CHALLENGE
The PUMA x SAYSKY collaboration was more than just a product launch—it was a celebration of the global running community, designed to capture the essence of movement, connection, and shared passion. With a Spring/Summer 2025 release, PUMA tasked us with developing the creative direction for this highly anticipated collab. From location scouting to athlete selection, storytelling, and the full production of lifestyle and product imagery, every element needed to authentically reflect the collection’s spirit. The challenge was to create a campaign that not only showcased the technical performance of the products but also embodied the emotional connection that runners share.
Key Challenges:
- Crafting a visual identity that seamlessly blended PUMA’s performance heritage with SAYSKY’s bold, urban aesthetic.
- Selecting the right athletes and locations to bring the collection’s narrative to life.
- Developing a cohesive story and creative strategy that would resonate with both PUMA and SAYSKY audiences.
- Delivering a full suite of assets—lifestyle and product imagery, video content, and social materials—to support a global launch.
THE APPROACH
To capture the essence of Forever. Stars. we designed a creative framework inspired by the rhythm of running—its highs, lows, and the relentless forward motion that unites runners worldwide.
Creative Direction & Storytelling
We built the campaign narrative around the idea that running, like life, is ever-changing—sometimes smooth and effortless, other times turbulent and demanding. Drawing inspiration from the ocean’s movement and the waves featured in the apparel designs, we crafted a story that emphasized resilience, camaraderie, and passion for the sport.
Athlete Considerations & Location Sourcing
Understanding that authenticity was key, we carefully considered athletes whose stories reflected the essence of the collaboration. The location had to complement the narrative, offering dynamic landscapes that mirrored the movement of running itself. The original run club and location differed from the finalized production plan. Yet with good reason, a natural fit; the PUMA Elite Running Team.
Production & Content Creation
With a detailed creative storyboard, we concepted and created a high-energy direction touching on both product and lifestyle imagery. With focus on highlighting the footwear lineup—ForeverRun 2, Deviate 3, and Deviate Elite 3—each designed for a different phase of a runner’s journey. Every shot was creatively intended to emphasize motion, energy, and the emotional connection between runners and their gear.
THE SOLUTION
The final campaign delivered a striking visual identity that honored both brands, merging PUMA’s innovative performance technology with SAYSKY’s street-inspired aesthetic. The imagery and video content provided a compelling mix of technical product showcases and immersive lifestyle storytelling, ensuring a deep emotional connection with runners.
The assets were used across multiple platforms, including social media, product detail pages, digital marketing, and launch events. The collaboration culminated in a major NYC launch event, bringing the running community together for a social run and brand experience that embodied the essence of the collection. A behind-the-scenes podcast episode further deepened engagement, offering an insider look at how the project came to life.
THE IMPACT
- Established a clear creative vision that successfully merged PUMA’s and SAYSKY’s brand identities.
- Delivered a full-scale content suite used across e-commerce, marketing, and social channels to drive engagement.
- Elevated the campaign’s storytelling through dynamic athlete integrations.
- Supported a successful product launch, culminating in a high-impact NYC community event and a behind-the-scenes podcast.
