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Puma

Dance up a storm

London hip hop sensation Stefflon Don launches new Puma Storm sneaker.

Brief
In SS 2019 Puma released the Storm sneaker.

Its disruptive design is influenced by streetwear culture and features a storm cloud–inspired sole. We were tasked with creating a culturally relevant activation for the introduction of the Storm sneaker in London.

Concept
‘Dance-up a Storm’ with British-Jamaican singer and rapper Stefflon Don.

Stefflon Don’s ascend in the UK rap scene has taken the industry by storm, especially due to a lack of elite females within the urban industry. A perfect match for Puma’s Storm sneaker. We invited fans to join a high-energy live concert of Stefflon Don in London. To win tickets fans had to dance up a storm in an online Jamaican style dance-off matching Stefflon’s and the target group’s cultural interests.

Collabs

London-based hip hop sensation Stefflon Don raps with wit and ferocity about female empowerment, street life and sex. Her brash, charismatic music is marked by authentic injections of Jamaican dancehall.

Touchpoints

In-store live concert at JD Sports in London.

Video content for store windows and digital POS.

Content for digital and social channels JD Sports and Stefflon Don.

Storm booth retail activation; consumers were invited to step into the storm to try and grab a ticket for the concert.

Storm chasing vehicle; Stefflon Don travelled through London in an iconic storm chasing vehicle.