PUMA - SPIRIT
OF NAIJA
Introduction:
PUMA is one of the top, fashionable, athletic wear brands in the world. Being product led, they weave innovation and creativity into their product lines, wrapping it up with stand out storytelling that finds its way into the hearts of all their loyal customers.
The Spirit of Naija Story
Nigerians are known to have an entrepreneurial spirit, grit, resilience and enviable sense of humour, and PUMA saw the need to tell this story to the world. They saw the importance of point outto anyone who would listen, what is at the core of many Nigerians,and that is how the Spirit of Naija line was born.
The Challenge
To tell the Spirit of Naija story, PUMA developed an apparel line in Nigeria’s colours, but needed a way to project that undeniable vibrance and energy. We were tasked to sell sports apparel as lifestyle apparel. This meant they needed promotional pictures, art direction and visual assets that exemplified the Spirit of Naija. Cool, Brave, Brilliant.
Our Solution/Reasoning
We knew we had to elevate the feel of the apparel line , making the apparels not just appeal to a modern urban audience but also feel like a piece of the Nigerian story. To achieve this we had to find the perfect crowd that represented the emerging spectrum of urban Nigeria. We had to ensure that our choices in models and the layout of the campaign coupled with using influencer marketing would help us tap into the urban rhetoric to elevate the appeal of the apparel and it did.
The Results
Stunning promotional imagery and creative direction, showcasing the magnetism of the Spirit of Naija apparel line while elevating its appeal.
