Packaging for PUMA’s 75-year anniversary, “Memories.” The inner box features PUMA’s Archive logo, while the outer sleeve carries the commemorative tongue label created for the occasion. A standout detail of the outer sleeve is the UV print, which carries a pattern from PUMA’s Archival footbeds.
PUMA Memories (75th Anniversary)
When PUMA turned 75 years old, the Retail team came to us with a simple question: what could we do to mark the occasion?
Having always appreciated PUMA’s history, and with a close connection to the Archive team, I knew there were many great stories to tell and saw an opportunity to not only celebrate, but also educate consumers on PUMA’s legacy of firsts.
We called the concept “Memories.”
Working closely with the Archive team, we filtered through decades of material to curate key moments dating back to 1948, focusing on milestones where PUMA led the industry or had a cultural impact on sport.
It was an opportunity to create a game that brought PUMA’s history to life in an engaging and accessible way.
Did you know PUMA created the first screw-in stud football boot in 1952? Or that it was the first brand to give an athlete a signature shoe, setting the standard we see today with Walt “Clyde” Frazier? Or the evolution of the PUMA KING, worn by legends from Pelé and Maradona to Lothar Matthäus and, more recently, Neymar?
I led the project from concept to execution, pitching the initial approach, collaborating with the Archive team to curate the strongest collection of stories and imagery, writing the stories, coordinating legal approvals, and leading the packaging design.
