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Daily Paper x PUMA

EXPERIENTIAL EVENTPRODUCT LAUNCH

Honoring African football

The sportswear giant teamed up with Daily Paper to celebrate the 20th anniversary of PUMA's ongoing partnership with African Football. Who expressed their African heritage with a take on football apparel, accessories, and the late '70s PUMA classic "the Easy Rider". A proper launch in, a go big or go home, fashion was all it took.

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Brief

Put together a brand event to launch this streetwise collaboration and pay tribute to the African connection.

Concept

Designing and creating an urban football tournament that challenged fashionable contenders to a little bit of friendly fire on the field. With a football pitch inspired by the collection artwork that features strong color blocking and graphic patterns. Finishing it all off with highly desired product customizations and a winner takes it all after-party that literally (!) took down the house.