Puma: "Speedcat" Global Campaign

Jan 2026

Puma’s 'Speedcat' global campaign explores the intersection of sportswear and dance through a series of polished editorial images. Captured by photographer William Arcand, the project highlights the collection's versatile footwear and apparel within a minimalist studio environment. The visuals lean into clean, commercial aesthetics, utilizing structured studio lighting to emphasize textures ranging from suede and denim to metallic accents. The campaign features a diverse group of models engaged in dynamic movement, with choreography-inspired poses set against a signature white backdrop. The styling balances athletic functionality with contemporary fashion, pairing sneakers with items like tulle skirts and wide-leg trousers to define the brand's current visual direction.

Horizontal, Commercial, Clean

Natural light

White Seamless

Advertising Campaign