PUMA basketball was dead for 20 years. Our job was to bring it back to life.

To put PUMA back at the center of basketball conversation, culture, creativity (and maybe even controversy) we did what no one else could: we became basketball's anti-establishment brand.  

We call our strategy “Give Them the Keys.” We’re handing the brand over to the next generation of fans. The kids who define a brand by breaking it. DIY is their way of life. And nothing is precious. And we armed them with a diverse toolkit of lo-fi collage, hand drawn scrawls, Meme-culture, Bootleg design and crudely drawn PUMA logos.