1970s by J. Walter Thompson New York for Puma

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1970s

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Industry Sportswear, Athletic Footwear & Accessories
Media Print, Magazine & Newspaper, Outdoor, Billboard, Poster, Transportation & Vehicles
Market United States
Agency J. Walter Thompson New York
Executive Creative Director Florent Imbert
Photographer Drew Gurian
Print Production Manager Kristin Ertel
Released April 2016

Awards

LIA 2016
Poster Use of Illustration Campaign Bronze Winner

Credits & Description

Brand: Puma
Media: Outdoor
Category: Fashion
Agency: JWT
Geo: United States
Puma: Suede Forever, 3
Advertising Agency: J. Walter Thompson, New York, USA
Executive Creative Director: Florent Imbert
Head of Art & Design: Aaron Padin
Designers: Katie Bourgeois, Emely Perez
Senior Copywriter: Nathan Goodson
Chief Creative Officer, New York: Brent Choi
Planning Director: Rik Mistry
Digital Producer: Lemee Moffett-Gonzalez
Print Production Manager: Kristin Ertel
Project Manager: Kristin Robinson
Art Buyer: Treviana Delmastro
Global Business Director: Greg McConnell
Account Director: Chris Burgess
Account Manager: Caroline Morse
Artists: Justin Helton, Dan Stiles, Queen Andrea, David Carson, Ben Wiseman, Orhan Agis
Photographer: Drew Gurian
Media Agency: Blue 449
Description of the Project:
In order to demonstrate that the Suede is a cultural icon, we needed an idea that would make a statement and capture attention immediately. Our idea was to take people on a journey through time where the only single constant was the PUMA Suede, a shoe with such contemporary design that it was both ever present yet constantly evolving at the feet of its wearers.
1960s- Tommie Smith protesting against discrimination at the 1968 Olympics
1970s- Walt “Clyde” Frazier’s basketball career
1980s- B-boy culture
1990s- Alternative grunge
2000s- Skateboarding
2010s- Athletic wear as a lifestyle
The Future
The idea was to create a timeline, featuring each of these iconic moments in a different art piece in a style from its decade.
As a visual, you’d be able to see its influence from beginning to end, the end being a blank canvas and jumping-off point for the future.