The German sportswear company. This engagement covered the launch of a technical outerwear capsule.
The Brief
Made for the weather. Cut for the person.
Big sportswear over-engineers its language. Every seam becomes a feature. Every zipper gets a name. Puma wanted a launch that respected the fabric and trusted the wearer to notice.
The Approach
Motion, not stillness.
We shot the collection in wind and rain. The models were not posed. The fabric shows the weather, and the page shows the fabric. No product renders, no cutout backgrounds. Just outerwear in the conditions it is built for.
Outcomes
Two drops, one launch system.
The autumn drop cleared in fourteen days. The winter drop cleared in nine. The launch system we built carried both without a redesign.
Results
01
14 days
(autumn drop cleared)
First drop sold out through the launch page alone.
02
9 days
(winter drop cleared)
Second drop sold through faster on the same system.
The Word
Jonas Keller
Category Lead, Puma Outerwear
“ Mira understood weather. And gear. And what it feels like to trust both. ”
The page feels like standing outside in a good jacket. Nothing extra. Just enough. Jin never overexplained, and neither does the line now.
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