PUMA

PUMA partnered with O12 to deliver two major campaigns across 10 European cities — requiring speed, coordination and absolute brand consistency at scale. 

This was a structured European retail rollout, not a one-off activation. From Foot Locker estate-wide execution to adapting a global Speedcat concept for regional markets, O12 translated strong creative into repeatable systems that worked across Paris, Milan, Rome, Barcelona and beyond. 

• Multi-market rollout delivered at scale across 10 key European cities 

• Global concepts adapted with regional precision 

• Structured, repeatable systems ensuring efficiency and brand control 

• Condensed timelines managed without compromising quality 

• Full production and installation oversight across every location 

A coordinated European retail rollout that balanced creative impact with operational discipline — protecting brand integrity while enabling speed and scale.

PUMA reached out to O12 to support them in delivering two high-profile campaigns across key European markets, each requiring coordinated execution at scale. PUMA needed a trusted partner who could deliver both creative and operational excellence. 

The first, a collaboration with Memphis Depay and his personal brand Blind and Deaf to the World, was launched across the Foot Locker estate. The second, the Speedcat campaign, required a globally led concept to be implemented consistently across 10 major European cities. 

This was not a single activation. We worked with PUMA to coordinate a retail rollout across multiple European cities and retail partners. Our work would be built and delivered in Paris, Barcelona, Milan and more.

This was a campaign which aimed to be delivered at scale. Across 10 European-wide city locations the campaigns needed to achieve: 

• Cultural relevance within urban markets 

• Consistency with PUMA’s global identity 

• Cohesion across multiple European locations 

• Delivery within condensed timelines 

Our challenge was to translate strong global creative into structured, repeatable executions that aligned across every store, touchpoint and city. 

Partnering with PUMA we managed the full scope of multi-market retail execution - from creative interpretation and 3D design through to physical production and installation. It was a campaign which required both creativity and discipline. 

Each campaign was developed with rollout logic at its core: 

• Adaptable design systems 

• Repeatable graphic frameworks 

• Scalable material specifications 

• Clear production parameters 

This approach ensured both campaigns could move efficiently across Paris, Rome, Milan and Barcelona without loss of quality or brand consistency. 

The Memphis Depay collaboration launched across the Foot Locker estate, including a flagship activation in Rotterdam. 

Window takeovers, in-store installations and premium seeding kits were designed as part of a cohesive retail system. Materials and finishes were carefully specified to align with the campaign identity while remaining practical for cross-store implementation. 

Luxury Friends & Family kits were developed as an extension of the campaign, reinforcing brand presence beyond physical retail environments. 

Every element was designed with cross-market brand execution in mind, maintaining visual strength while ensuring efficient rollout across multiple sites. 

The Speedcat campaign required the adaptation of a globally led concept for the European market. 

Phase 1 launched across Paris, Rome, Milan and Barcelona and introduced red and black colourways through racing-inspired graphics applied to windows, staircases and entrances. 

Despite a condensed timeline of just a few weeks, the campaign maintained aesthetic cohesion across all cities. 

Phase 2 built on the initial rollout. It introduced new colourways and additional in-store elements including hero podiums, mannequin installations, digital screen content and external signage. 

The update was executed seamlessly, demonstrating how structured planning enables campaigns to evolve without disrupting regional consistency. 

Beyond creative development, O12 managed the full production and installation process across all 10 cities, including Paris, Rome and Milan. 

This included: 

• Conceptual and 3D design development 

• Graphic artwork creation 

• Production management across multiple European locations 

• Close coordination with specialist suppliers 

• Colour and material quality control 

This level of oversight ensured clarity across all stages of the European retail rollout, reducing rework and maintaining alignment between markets. 

Across both campaigns, PUMA achieved: 

• Consistent brand execution across key European cities 

• Efficient multi-location installation within tight timelines 

• Clear translation of global concepts into regional retail environments 

• Scalable frameworks for future campaign evolution 

The result was a coordinated retail rollout across Europe that balanced creative strength with structured delivery and protected brand integrity while enabling speed and scale.