Objective: Drive awareness and cultural relevance for the third drop of PUMA’s collaboration with designer Rhuigi, rooted in hip-hop, dance, and basketball culture.
Strategy
For this culturally charged drop, Armoni Visual Lab was brought in to craft and execute a campaign that would authentically channel Rhuigi’s inspirations — from 90s New York streetwear to hip-hop dance energy. The aim was to create a vibrant, movement-driven launch that resonated deeply with Gen Z, fashion lovers, and street culture communities.
Our creative approach focused on movement, rhythm, and attitude, placing the collection in a setting that reflected its bold colors and street-ready aesthetic.
Casting
We curated a crew of next-gen cultural voices — dancers, style creators, and lifestyle influencers who embody the spirit of the collection:
- Diamant, Moya, Aymeric brought raw hip-hop energy through dance, giving the visuals motion and spontaneity.
- Mai Lee, Leah, and Laura brought fashion-forward flair and authenticity in content creation, ensuring reach beyond niche culture into aspirational Gen Z style audiences.
The result: a living, breathing cast that turned the campaign into a moment of expression, not just promotion.
Execution
Armoni Visual Lab handled full production — from shoot direction to influencer management — aligning every visual with PUMA and Rhuigi’s shared DNA.
- 📍 Shot at the iconic Vincent Auriol basketball court in Paris, chosen for its bold geometry and deep connection to urban culture.
- 📸 Photographed by AlexTresCool, a streetwear and fashion week favorite known for his editorial-meets-raw style.
- 🎥 Additional BTS video footage captured the creative family energy behind the scenes.
- 📱 Influencers produced organic Reels, TikToks, and Stories during and after the shoot, amplifying the drop in real-time.
Results
- 📷 22 hero photos produced for PUMA’s official platforms
- 📲 Influencer content reposted organically across PUMA’s channels
- 🔥 Behind-the-scenes Reels and TikToks went live across creators’ feeds with strong engagement
- 🧢 Campaign featured in several fashion & street culture media roundups
- 🛍️ Direct traffic boost to PUMA.com from tagged links and swipe-ups
- 💬 Strong community feedback praising the "authentic casting" and "realness of the visuals"
