Puma
CREATIVE DIRECTION WITH PURPOSE. We worked with PUMA over a number of years 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 seasonal creative kick offs. We uncovered and and dissected trends across fashion, streetwear, arts, psychology, politics and tech.
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 presented our findings in a series of entertaining and inspiring presentations, showing how to translate the big trends into themes and product and colour and material stories. Bringing new perspectives to inspire fresh ideas for the brand.
The Results
'Rachel and the team, provided truly valuable insights and in-depth research around sociological and commercial trend forecasts for PUMA’s Seasonal Creative Kickoffs and Design Camps. Because of her vast experience in Design leadership and the Sportswear and fashion industry she continuously exceeded my expectations and that of the Creative Director’s team.
The content prepared by Rachel and her team was tailor-made, specific, and bespoke to the needs of the diverse PUMA Business Units and Design Teams.
Her deep knowledge of the target consumer and the well-structured content was presented in a really professional and accessible way and provided us with the building blocks for PUMA’s Seasonal Creative Direction.”
Torsten Hochstetter, Creative Director PUMA. 2013 - 2020
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