Puma
Puma's high-impact sportswear campaigns, fashion collaborations and cultural partnerships
Featured Puma projects
This week's top Puma projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
Project Puma · Aston Martin F1 x Puma Motorsports C ...
The Aston Martin F1 x Puma Motorsports collaboration marks a sophisticated intersection of high-octane performance and elevated fashion. This editorial campaign, captured through the collaborative lens of photographers Per Appelgren and Vincenzo Schioppa, moves beyond traditional sportswear tropes to inhabit a refined, cinematic atmosphere. By anchoring the collection in a vintage-inspired studio setting, the project leans into a moody aesthetic that prioritizes texture and silhouette. The backdrop, featuring a monochromatic landscape mural framed by heavy emerald-green curtains, provides a stark yet harmonious contrast to the deep green velvet and technical fabrics of the apparel. Fashion editor and stylist Rujana Cantoni orchestrates a balanced visual narrative, seamlessly mixing motorsport branding with elevated lifestyle pieces like wide-leg trousers, tweed skirts, and crisp leather belts. Supported by the precise hair styling of Chiara Marinosci and the thoughtful makeup artistry of Martina Bolis, the models exude a poised, poised confidence that elevates the technical garments. Set designer Alina Totaro rounds out the vision, utilizing studio strobe and natural light to emphasize the rich tactile qualities of the velour and suede textures. This editorial work demonstrates how collaborative branding can transcend utility to achieve a cohesive, high-end look, positioning Puma’s technical heritage within a contemporary, fashion-forward context that feels both accessible and distinctly elevated.
Project Puma · Puma x Jil Sander
The Puma x Jil Sander collaboration emerges as a masterclass in restrained elegance, bridging the gap between high-fashion sophistication and the utilitarian roots of sportswear. Through a series of carefully curated images, the campaign leans into editorial minimalism, favoring clean, off-white seamless backgrounds and soft, diffused natural light that allows the textures of the collection—from ribbed knit sweaters to smooth, pale pink shirting—to take center stage. Under the lens of photographer Ana Garcia, the project maintains a calm, composed aesthetic that elevates the footwear as a thoughtful lifestyle statement rather than just a performance product. Fashion stylist Ioana Ivan expertly orchestrates a visual narrative of tonal harmony, pairing the vibrant, saturated blue sneakers against neutral-toned layers to create a striking yet balanced silhouette. With casting by Roxane Dia and the precise grooming work of hair stylist Pål Berdahl and makeup artist Kyle Dominic, the editorial portrait series captures a sense of relaxed, contemporary ease. By prioritizing negative space and high-key compositions, the campaign achieves a timeless quality that reflects the collaborative DNA of both brands, turning every shot into a study of form and silhouette. This is a deliberate, quiet departure from the high-energy visuals typically associated with the industry, proving that impactful storytelling often thrives in the most simplified, considered spaces.
Project Puma · No Faith Studios x Puma "Beisser"
The collaborative campaign for No Faith Studios x Puma, titled Beisser, channels a gritty, high-fashion aesthetic that leans into raw, urban storytelling. Through a series of cinematic editorials and lifestyle shots, the project explores the intersection of movement and stillness, utilizing high-contrast lighting and a muted, cool-toned palette to emphasize texture. Photographer William Arcand captures a sense of lived-in intensity, placing subjects in both athletic and domestic environments that feel paradoxically vulnerable and edgy. The project relies on a distinct, lo-fi visual language, featuring techniques such as analogue film grain and chiaroscuro lighting to elevate the sportswear collection. Set designer Thibault Muñoz contributes to the atmospheric depth, with industrial backdrops and purposeful props—like muddy tread marks on white linens—that ground the models, including Gleb Sazon, in a narrative of performance and decay. Whether the subjects are caught mid-air in high-speed freeze frames or captured in intimate, moody portraits, the imagery maintains a cohesive, rebellious energy. The integration of graphic branding against these textured, cinematic visuals creates a campaign that feels more like a conceptual art editorial than a traditional commercial venture, effectively blending the technical performance associated with Puma with the uncompromising, brutalist design ethos of No Faith Studios.
Project Puma · Puma X LGN Mostro collaboration
The Puma X LGN Mostro collaboration marks a sophisticated intersection of high-concept sportswear and refined tailoring, breathing new life into the iconic Mostro silhouette. Captured through the lens of photographer Olivia Ghalioungui, the campaign leans into a stark, minimalist aesthetic that allows the architectural details of the footwear to take center stage. With fashion editing and styling provided by Marc Goehring, the imagery bridges the gap between athletic performance and avant-garde fashion, utilizing studio strobe lighting to emphasize the sculptural quality of both the garments and the footwear's unique rubberized, spiky textures. The project effectively employs live-action technique to convey a sense of motion, contrasting the deliberate, athletic poses of the talent with the clean, neutral lines of a professional studio environment. Whether through tight macro shots that highlight the intricate, studded craftsmanship of the slip-on designs or wider editorial portraits, the visual narrative remains focused on the seamless synergy between Puma’s technical heritage and Louis Gabriel Nouchi’s contemporary design language. By maintaining a muted, monochromatic color palette and avoiding excessive artifice, the project achieves a crisp, intentional look that elevates the footwear beyond simple utility into the realm of modern luxury. This collaboration stands as a masterclass in clean editorial commercialism, where every frame is meticulously balanced to highlight the collaborative branding while maintaining a distinct, high-fashion attitude throughout the entire series.
Project Puma · Charles Leclerc for Puma x Nahmias
In this latest convergence of high-performance athletics and West Coast luxury, Puma and designer Doni Nahmias have tapped Formula 1 star Charles Leclerc to headline their collaborative capsule collection. The resulting lifestyle campaign feels both grounded and aspirational, leaning into an aesthetic that bridges the gap between premium streetwear fashion and authentic, off-track leisure. Photographer Brendan Wixted masterfully captures this duality by alternating between sharp, flash-heavy detail shots of the footwear and cinematic, wide-leg denim silhouettes that feel distinctly contemporary. The visual narrative centers on the intersection of textures—from the high-gloss red of the plastic chair and the rugged, vintage turquoise of the pickup truck, to the clean, matte surfaces of the collaboration’s signature footwear. By utilizing a mix of direct flash to elevate the product details and natural light to frame Leclerc against moody, overcast skies, the photography emphasizes a relaxed, almost candid approach to commercial storytelling. The integration of playful elements, such as custom lettered bead lacing on the sneakers, highlights the collaborative nature of the partnership. Ultimately, the project excels by placing a world-class athlete in a setting that feels like a quiet moment of calm, effectively positioning the Puma x Nahmias collection as a versatile, essential staple for the modern, style-conscious consumer who demands both comfort and visual impact.
Project Puma · Metallic Speedcat
Puma introduces the Metallic Speedcat campaign featuring ROSÉ. The project centers on the brand's low-top sneaker silhouette, positioned against an industrial backdrop of stacked car tires and metallic wheel rims. The imagery employs soft, diffused lighting to balance the gritty textures of the setting. ROSÉ appears as the central talent across the series, styled in a technical ensemble that complements the metallic finish of the footwear.
Project Puma · PUMA x ROSÉ
The latest collaboration between global sportswear giant Puma and international pop icon ROSÉ marks a sophisticated pivot in the brand's aesthetic, blending athletic functionality with an elevated streetwear sensibility. This commercial campaign positions the footwear and apparel collection within a grounded, outdoor narrative that feels both accessible and aspirational. By featuring ROSÉ in a series of dynamic, lifestyle-focused portraits, the imagery leans into a naturalistic visual language that favors authenticity over traditional high-octane performance tropes. The central creative choice to utilize soft light and a shallow depth of field against organic, wooded backdrops successfully draws the viewer into a quiet, focused intimacy, highlighting the clean lines and utilitarian details of the new footwear line. By stripping away artificial studio clutter, the campaign allows the synergy between ROSÉ's personal style and the Puma silhouette to take center stage. This project represents a masterful execution of contemporary fashion marketing, where the intersection of sportswear and personal brand identity is captured with remarkable clarity. Through this deliberate approach to composition and environmental storytelling, Puma reaffirms its status as a leader in the competitive streetwear market, proving that the most compelling narratives are often those that maintain a sense of understated elegance while remaining rooted in the active, everyday lifestyle of their audience.
Puma · SNS
Puma's latest fashion campaign, SNS, centers on a cinematic narrative set within the moody, wood-paneled confines of a traditional cinema. The production leans into a clean, deliberate aesthetic, contrasting intimate close-ups of the subject with the surreal repetition of an audience composed entirely of identical figures. The project utilizes live-action techniques to build its atmosphere, supported by dramatic lighting that elevates the vintage theatre setting. Production was handled by New Land, with post-production and VFX contributions from Misgena Mgmt, Tint Post, and SEC STUDIO. Sound design and music were provided by SENSE SOUND.
Puma · Fuel Your Fast
Puma’s campaign, 'Fuel Your Fast', is a high-energy commercial focused on high-performance sports footwear. Developed by agency 20Something and produced by Kode UK, the project utilizes a blend of live-action technique and dynamic animation to highlight the product in a studio setting. The visual execution leans into a fast-paced aesthetic, combining thermal imaging effects with glowing light trails. The sequence moves between a dark stage and a green pitch, using vibrant blue and magenta color grading to emphasize speed through slow motion and various VFX / visual effects.
Puma · PUMA - Go Wild
Puma’s 'Go Wild' campaign highlights the versatility of their sportswear range through a series of urban training sessions. The film tracks runners across city landscapes, shifting from daylight street scenes to cinematic low-light compositions that emphasize architectural scale. Produced by Love Song with creative direction from adam&eveDDB, the project utilizes moody, gritty textures and slow motion to capture the rhythm of movement. Sound design and composition by Leland anchor the visual narrative, which transitions between intense training sequences and atmospheric night runs.
Puma · GO WILD
Puma's GO WILD campaign documents the intersection of movement and city life, following athletes as they traverse residential streets, urban corridors, and bus depots. Developed alongside creative partners at adam&eveDDB, the project leans into a cinematic visual language characterized by atmospheric red lighting and high-contrast night settings. The film utilizes gritty film textures and a live-action technique to ground the athletic narrative. Production was handled by Lovesong, with additional post-production support from Cinelab Film & Digital and sound design by Leland. The result is a study of endurance set against shifting architectural backdrops.
Puma · Harley Reid Contract Extension
Puma documents athlete Harley Reid’s contract extension in this vertical video production, which frames the partnership announcement through a precise, countdown-focused sequence. Developed with creative direction from agency Bursty, the piece employs a stark monochrome aesthetic to highlight the subject's physical movement. The use of low-key lighting and slow motion techniques emphasizes the tactile details of the hands against deep shadows, keeping the visual language contained and rhythmic. The sequence concludes by pairing the brand mark with bold typography to announce the agreement terms.
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