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Puma

Puma partnered with Jamaican designer Cedella Marley to create the Jamaican team kit for the 2012 summer Olympics. This integrated campaign was released on a 100-meter-long custom Tumblr. With the help of Jamaica's Usain Bolt, Puma provided custom playlists, and free giveaways, and lead fans to purchase the new Puma gear via a new digital experience.


Goals

Creative execution to bring to life in a socially relevant way two incredible cultures that share common values with the joyous, celebratory spirit of the brand. Marley, who embodies the fun, relaxed nature synonymous with Jamaica, injects authenticity into the branded collection, bringing her fashion-forward sensibility, the country's bold colors of green, gold, and black and Jamaican heritage to the styles. Design, Concept, and Branding of a 100-meter-long custom Tumblr experience. Creative for a mix of content in diverse formats including video, interviews, articles, photos, and more. 

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The brief was to introduce Cedella Marley’s new Jamaican-inspired collection for PUMA, in time for the London Olympics. The goal was to attract a fashion-forward crowd to purchase the clothes.

The brief was to introduce Cedella Marley’s new Jamaican-inspired collection for PUMA, in time for the London Olympics. The goal was to attract a fashion-forward crowd to purchase the clothes.

The brief was to introduce Cedella Marley’s new Jamaican-inspired collection for PUMA, in time for the London Olympics. The goal was to attract a fashion-forward crowd to purchase the clothes.

The brief was to introduce Cedella Marley’s new Jamaican-inspired collection for PUMA, in time for the London Olympics. The goal was to attract a fashion-forward crowd to purchase the clothes.

The brief was to introduce Cedella Marley’s new Jamaican-inspired collection for PUMA, in time for the London Olympics. The goal was to attract a fashion-forward crowd to purchase the clothes.

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Puma X Cedella Marley

Puma X Cedella Marley

Puma X Cedella Marley

Puma X Cedella Marley

Puma X Cedella Marley

The collection was available at The Puma100 Metre Shop, select retailers in the United States, Japan, United Kingdom, and Continental Europe as well as at the Puma Quad, situated within the Puma Yard in part of the Old Truman Brewery on Brick Lane in Shoreditch, East London. 

The collection was available at The Puma100 Metre Shop, select retailers in the United States, Japan, United Kingdom, and Continental Europe as well as at the Puma Quad, situated within the Puma Yard in part of the Old Truman Brewery on Brick Lane in Shoreditch, East London. 

The collection was available at The Puma100 Metre Shop, select retailers in the United States, Japan, United Kingdom, and Continental Europe as well as at the Puma Quad, situated within the Puma Yard in part of the Old Truman Brewery on Brick Lane in Shoreditch, East London. 

The collection was available at The Puma100 Metre Shop, select retailers in the United States, 
Japan, United Kingdom, and Continental Europe as well as at the Puma Quad, situated within the Puma Yard in part of the Old Truman Brewery on Brick Lane in Shoreditch, East London. 

The collection was available at The Puma100 Metre Shop, select retailers in the United States, 
Japan, United Kingdom, and Continental Europe as well as at the Puma Quad, situated within the Puma Yard in part of the Old Truman Brewery on Brick Lane in Shoreditch, East London. 

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Puma is teaming up with reggae royalty and fashion designer Cedella Marley - daughter of the late Bob Marley - to create Jamaica's sports kit in advance of the 2012 Olympic Games.

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