Retail

PUMA

A Multi Campaign European Retail Rollout

The Challenge

PUMA aimed to launch two high-impact campaigns that would resonate with key urban audiences and bring cultural authenticity to the forefront of retail. The first was a creative collaboration with Memphis Depay and his personal brand Blind and Deaf to the World, brought to life across the Foot Locker estate. The second was the Speedcat campaign, which needed to activate a globally led concept at a regional level across major European cities.

The Response

PUMA partnered with O12 to execute a bold retail takeover strategy, traversing across key European cities. Both campaigns demanded an integrated approach - from creative interpretation and 3D design to physical production and installation. O12 adapted and elevated each brief, ensuring the campaigns felt rooted in street culture while maintaining PUMA’s global identity across all consumer touchpoints.

Long Story Short

O12 brought Memphis Depay’s bold identity and vision to life through a series of high-impact campaigns at Foot Locker. From instore elevations to luxury seeding kits and city-wide rollouts in Paris, Rome, Milan and Barcelona, each phase was an exercise in precise execution and immersive storytelling. The campaigns not only mirrored the product’s aesthetic but elevated retail environments into narrative-driven brand showcases. Each campaign was a visual and experiential showcase, blending sport style with street culture to drive attention and elevate the brand in-store and beyond. The O12 team handled everything from conceptualisation and design to production and installation, ensuring consistency across all touchpoints and locations. The most important aspect of creating the campaigns was understanding the brief and getting the essence of what was needed to achieve a multi city rollout – adapting it to the nature of the campaigns and the aesthetic of each collection.

The Finer Details

Memphis Depay x PUMA Collaboration 
This campaign launched across the full Foot Locker estate, including a standout activation at the Rotterdam store. The concept was rooted in Depay’s personal brand - Blind and Deaf to the World - and brought to life through full window and instore takeovers, showcasing footwear, jackets, and streetwear apparel. O12 curated a premium aesthetic with urban undertones, designing luxury seeding kits containing carry cases, apparel and sneakers as an exclusive Friends & Family package. Materials were carefully selected to align with the brand’s gritty yet elevated identity. 

Speedcat Phase 1 & 2 
A fast-paced rollout across Paris, Rome, Milan, and Barcelona, the first phase focused on the red and black variants of the Speedcat range. O12 adapted a strong global concept for the European market, applying racing-inspired visuals like chevrons to create engaging window takeovers, stair graphics, and entrance moments. Despite a condensed timeline of just a few weeks, O12 maintained aesthetic cohesion and creative quality across all regional executions. With the campaign evolving, Phase 2 spotlighted new areas within the same cities and introduced the pink colourway. The focus shifted to elevated in-store displays—hero podiums, mannequin takeovers, and digital screen content. O12 also rolled out campaign callouts, exterior signage and eye-catching window graphics to ensure the collection stood out. The update was seamless, tying into the first phase while building on the brand narrative. 

The Puma campaigns involved conceptual and 3-D designs, with the team working heavily on the graphical assets and developing the design to be brought into a global expansion. O12 also handled all the creative artwork for the graphics, as well as the production management team overseeing all the installation across the European cites; working closely with our specialised suppliers to match colours and materials. 

Project Deliverables

Strategy & insights
Creative concepts
Technical design
Digital & content creation
Project management