Expanding global apparel graphic
offerings beyond the legendary shoe
Puma
Location: Boston, Mass
Scope: apparel graphics, typography, illustration
APPAREL OVERVIEW
Puma, one of the world's leading sports brands, was looking to expand on their lifestyle apparel as graphic tees continued to gain momentum in popularity. Puma came to TGIM looking to add fresh ideas and style to their lineup, and through the use of new & traditional messaging, they centered their focus around themes like adventure, athleticism, motivation, and of course... basketball!
MOTIVATIONAL "ADVENTUREWEAR"
Using adventure as inspiration, a variety of slogans were provided by Puma to center new designs around. "From This Day Forth," "Propagate the Hustle," "Master the Rules / Change the Game," and "Victory for the Brave" are amongst some of them.
ATHLETICWEAR
Once again centering design concepts around motivational slogans like "From This Day Forth," a variety of athletic-inspired badge work was created with a new flair while still paying homage to Puma's traditional athletic roots.
BASKETBALL CULTURE
Basketball remained one of the focal points of this new apparel exploration. Propagate the Hustle, Victory for the Brave. Instincts Above All.
LIFESTYLE / STREETWEAR
A large part of Puma's graphic exploration was to develop a wide range of exciting apparel that everyone from fan to athlete can enjoy wearing. Being primarily an athletic brand, Puma continues to push the boundaries of what the brand could be by tapping into a wider demographic in a time where indie tee brands and clothing companies were gaining momentum.
WALT "CLYDE" FRAZIER COLLECTION
Graphic illustrations were created in honor of former NBA star and longtime Puma advocate Walt Frazier, who made famous the popular "Clyde" shoe. These shoes continue to be part of Puma's flagship lineup to this day.
"Investing in quality graphics is as good as any marketing campaign or sponsored athlete. I am very pleased... A++ work!"
- THOM GRIDLEY; SENIOR HEAD OF APPAREL AT PUMA