Tuesday, June 28, 2022
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PUMA Ambassadors Welcome Sneakerheads on Board

Debuting in 1987, the well-known Slipstream shoe mannequin was launched to the world by PUMA as a basketball sneaker, outfitted with the “ANTI SHOCK SYSTEM” and a charcoal gray shade palette. One 12 months later, the shoe was launched in a number of colours and shortly grew in reputation from a “humble” basketball shoe to a extremely fascinating trendy merchandise. It was a fairly frequent sight all through the US streets from the ’88 by means of the early ’90. The subsequent Slipstream chapter was written in 2002, when the model reinvented the vary with the return of THE BEAST and SLIPSTREAM SNAKE fashions, profitable the center of the Japanese viewers.

Three and a half many years later and after having efficiently conquered the American and Japanese markets, the sports activities model provides another chapter to the Slipstream story. The historic mannequin is reimagined to make it to the wardrobe of “Sneakerheads” across the globe — this post-millennial technology that grew up with the sneaker tradition and who admire icons of the previous.

However how can one promote a product to an viewers “that’s not all the time delicate to promoting as a result of they’re overexposed to it?” In keeping with PUMA, you invite them to an unbelievable outer house journey whereas being within the firm of well-known folks within the sports activities and artwork worlds. Uncover the “Welcome Unbored” advert, a marketing campaign developed in partnership with company LAFOURMI that gathers a plethora of ambassadors to assist these children born after the 2000s “escape the outdated, enter the brand new, and be part of them on a journey that enters the Slipstream.”

Directed by Frédéric de Pontcharra, the marketing campaign video focuses on the Slipstream and the post-millennials and stars greater than a dozen of PUMA ambassadors from totally different worlds, from athletes to musicians and influencers. The marketing campaign relies on the concept this technology strikes sooner than the society they stay in. So, slightly than altering it, PUMA travels outdoors the Earth to create a brand new one the place anybody who feels bored is welcome to hitch.

Jordane Rabute, Technique Director of LAFOURMI: “PUMA requested us to create a marketing campaign that will attraction to Sneakerheads born after 2000, who’ve all the time been immersed in sneaker tradition. A demanding goal that’s not all the time delicate to promoting as a result of they’re overexposed to it. We needed to provide a nod to their need to alter issues — fashion, tradition, values, which regularly transfer a lot sooner than society. Then there was this phrase — “Slipstream” — the present of air behind fast-moving objects like Method 1 automobiles and house shuttles.”

The PUMA Fam — which incorporates Neymar Jr, LaMelo Ball, Danna Paola, and Romeo Beckham, to call a number of — is the cool crew standing on the helm of the Slipstream shuttle, asking those that are uninterested in society to hop on and discover the numerous potentialities that lie past the horizon. The general public not solely sees Neymar Jr taking part in the position of the captain, Kingsley Coman piloting the house shuttle, and Memphis Depay and Lamelo Ball giving security directions however they’ll have an opportunity to discover this unbelievable house whereas surrounded by floating screens or holograms, all impressed by iconic SF motion pictures like The Fifth Component, Star Trek, and MIB.

“You possibly can solely affect folks in the event you submerge them in an intense universe the place the narrative and the aesthetic meet up. That’s what we needed to do for Slipstream within the Sportstyle class, the place type generally takes priority over substance,” continues Clément Cimarro, Artistic Director, LAFOURMI.

The absolutely digital marketing campaign is seen throughout the model’s social media in addition to on the forged’s platforms. Additionally it is deliberate to run as OOH all through a few of Europe’s massive cities with a broad media plan together with tarpaulins, metro stations, DOOH, and extra.

The 2022 PUMA Slipstream is obtainable worldwide as of June ninth and all through the summer season of 2022.


Shopper: PUMA

Model Managers: Benoit Menard, Laurent David, Messilia Ourak



Company Administration: Thibaut Cornet, Céline Jobert

Artistic Director: Clément Cimarro

Copywriter: Clément Cimarro

Strategic Director: Jordane Rabute

Shopper Director: Louis Pierre-Adolphe

Account Supervisor: Mikael Ramirez

Head of Promoting: Laura Conroy

TV Manufacturing and Artwork Shopping for: Barbara Vaira

Print Artwork Administrators:  Coralie Mapouata-Barlerin & Julien Hablainville



Director: Frédéric De Pontcharra

Producer: Nils Haagensen, Maxime Bouyer

Manufacturing Director:  Adèle Barach

Listing of Images: Madhi Lepart

Set designer: Lucie Libotte

Wardrobe: Axelle Gomila

Make-up: Pauline du Manoir

Hair: Manon Cana



Publish-Producer:  Damien Fernandez

Chief Monteur:  Antoine Deslandes

Assistant Monteur: Nicolas Macé

Étalonnage: Nicolas Gauthier



Visible Results: Mathematic

Line Producer: Claire English

VFX: Daniel Rodriguez

Government manufacturing: Falka



Producer:  Joseph Petitpain

Composer: Senbeï

Sound Design: Samuel Jurkovič


PHOTOGRAPHER: Louise Carrasco

Producer: Adèle Villemin

Manufacturing Assistant: Bianca Javogue



PRO ATHLETES: Neymar Jr, Romeo Beckham, Kingsley Coman, Memphis Depay, LaMelo Ball, Armand Duplantis, Gianmarco Tamberi


ARTISTS AND INFLUENCERS: Danna Paola, Pamela Reif, Nessi, Simply Riadh, Imenella, Don Strapzy

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