PUMA NYC CITY PACK II

Framed around the concept of “A New York Minute”, Eight by Eight Studios asked me in early 2019 to design a boot for Puma. The challenge—following previous initiatives by the sportswear company in London, Berlin, Copenhagen, and Los Angeles—was to create a version of their signature Future 5.1 boot, this time inspired by NYC and what it means to live in our city. The final product came out summer of 2020.

The concept affectionately celebrated the city’s pace, grit, and unique assault on the senses. And to represent that spirit, I created a dizzying array of imagery—caffeinated eyeballs, three-eyed rats, motion lines, lightning bolts, a bright street-inspired palette, etc—, which combined with strong color combinations and patterns, and incorporated it into the boot design, encapsulate what a so-called classic New York minute feels like.

PROMOTION

NYC Football Club Players Photoshoot:

Video:

Photo interventions for social media:

www.https://studios.8by8mag.com/pumaboot/