Puma

Puma—
100 Metre Tumblr

Art Director

Roots Run Fast

During the London Olympics, Puma partnered with Cedella Marley, the daughter of Bob Marley, to design the official Jamaican Track & Field collection and showcase Jamaica’s Sprint legacy on the world stage.

Puma Who?

- Puma was overshadowed by Nike/Adidas’ significant sponsorship expenditures.

- Limited customer awareness of Cedella Marley’s collection and its cultural roots.

Nike and Adidas dominated 68% of sports retail social sharing during the Olympics.

- Existing Olympic brand content engagement averages just 2.9%.

- Challenge: Boost awareness and compete with well-funded rivals.

The brief was to introduce Cedella Marley’s new Jamaican-inspired collection for PUMA, in time for the London Olympics. The goal was to attract a fashion-forward crowd to purchase the clothes.

Fans Spoked. We listened.

- I started with research—focus groups in London and Puma’s socials and competitor analysis.

- Most customers spent their time on Tumblr at the time, but ignored ad-like Olympic posts.

- Low awareness of Puma’s role in designing the Olympic collection.

- Demand for behind-the-scenes & cultural storytelling.

- Athlete-driven content (PUMA Ambassador Usain Bolt) performed best.

• I started with research—focus groups in London and Puma’s socials and competitor analysis.

• Most customers spent their time on Tumblr at the time, but ignored ad-like Olympic posts.

• Low awareness of Puma’s role in designing Jamaica’s Olympic collection.

• Demand for behind-the-scenes & cultural storytelling.

• Athlete-driven content (PUMA Ambassador Usain Bolt) performed best.

• I started with research—focus groups in London and Puma’s socials and competitor analysis.

• Most customers spent their time on Tumblr at the time, but ignored ad-like Olympic posts.

• Low awareness of Puma’s role in designing Jamaica’s Olympic collection.

• Demand for behind-the-scenes & cultural storytelling.

• Athlete-driven content (PUMA Ambassador Usain Bolt) performed best.

• I started with research—focus groups in London and Puma’s socials and competitor analysis.

• Most customers spent their time on Tumblr at the time, but ignored ad-like Olympic posts.

• Low awareness of Puma’s role in designing Jamaica’s Olympic collection.

• Demand for behind-the-scenes & cultural storytelling.

• Athlete-driven content (PUMA Ambassador Usain Bolt) performed best.

• I started with research—focus groups in London and Puma’s socials and competitor analysis.

• Most customers spent their time on Tumblr at the time, but ignored ad-like Olympic posts.

• Low awareness of Puma’s role in designing Jamaica’s Olympic collection.

• Demand for behind-the-scenes & cultural storytelling.

• Athlete-driven content (PUMA Ambassador Usain Bolt) performed best.

Cutting Through The Noise

- Art Direction and concept development for “The Puma 100 Metre Tumblr,” a launch that literally grew by one meter daily to mimic a race and build momentum.

- Aligned the finale with Bolt’s anticipated 100m gold run.

- Integrated Marley’s collection visuals with track history, music, and giveaways.

- Fuse culture, athletics, and product storytelling.

- Embedded the first-ever e-commerce links directly into Tumblr posts.