WESTSIDE
PUMA were opening their first ever store in Melbourne’s west – an area notoriously proud of their local history, culture and ethos. How would we get the area's people to even care about this global corporate moving in?
Client
PUMA
Role
Concept, art direction, design
Type
Brand Activation
We needed something meaningful, so we got amongst what made the area so unique – its culture. From the people to the places, the soul of the West is found on the ground, not in the boardroom. So we used PUMA’s considerable platform to elevate - and celebrate - the locals whose area we were moving into.
Collaborating with local artists on an ultra-exclusive t-shirt range - available on-site at PUMA's opening day only - we dedicated our store launch to promoting local people and places instead.
And the twist? The only way to get one of these limited-edition shirts was to pre-order by spending money at local partner businesses that weren't PUMA.
By partnering with and promoting locals instead of themselves, PUMA didn’t just open a store, they became part of the community - and exceeded all expectations for launch day.
- Over 6.6 million media impressions
- Hundreds of pre-orders made through spending elsewhere in the community
- Over 60,000 people in and around the store launch
- 90% of all visits were from first-time PUMA customers
