Reimagining athletic excellence: Our design journey with Puma.


Reimagining athletic excellence: Our design journey with Puma.

The situation

Puma is one of the world’s leading sportswear brands. Their modern-chic footwear and apparel collections are globally recognized. Tank collaborated with a variety of style icons to design campaigns for Puma including print and digital advertisements


Brand collateralCampaignsDesign systemsExperience designVideo

I'm going campaign

For Puma’s seasonal brand campaign, Tank and photography team Guzman captured the spirit of I’m Going with the Tony award-winning Bill T. Jones/Arnie Zane Dance Company, known for their modern, avant-garde work. The campaign appeared in US and European publications including, Maxim, Stuff, Details, Lucky, Jane, Elle and InStyle, as well as point-of-sale, catalog and online adaptations.

Brand identity

With designer collaborations like Yasuhiro Mihara and Alexander McQueen, Puma is at the forefront of sports fashion. Tank designed a sleek creative identity, branded Puma Black Label, that underscores these noteworthy collections. For the “I’m going Puma” campaign, Tank partnered with photography studio Guzman to capture the spirit of the eccentric brand with Tony award-winning Bill T. Jones and Arnie Zane Dance Company who are known for their avant-garde work. Both of these campaigns outline Puma’s elegant agility to stand out in the athleticwear industry.

Puma Rugby

Promoting Puma’s product launch of rugby-inspired apparel, the “Size Matters” campaign coincided with the Rugby World Cup in Paris and featured Puma-sponsored players. The creative rolled out in print and outdoor including a stadium-wrap outside the venue.

Puma Bodywear

Puma partnered with Tank to launch Complete Bodywear, their first foray into high performance sportswear. With three tiers of product appealing to the competitive athlete as well as the weekend warrior, Tank created primary visuals, iconography and the tagline “Vive Le Body!” executed across packaging, point of sale and advertising. The campaign appeared in multiple publications including Runners World, Men’s Health, GQ, Esquire, Glamour and Men’s Fitness.