Objective: Reposition the iconic PUMA SUEDE sneakers through an authentic street culture campaign powered by BMX energy and community-led storytelling.
Strategy
PUMA partnered with a crew of rising BMX talents to bring the Bike Life movement to the forefront. Armoni Visual Lab was tasked with crafting a campaign that would merge performance, street influence, and product heritage. The idea was to spotlight the SUEDE not just as a sneaker, but as a cultural symbol in motion — rooted in rebellion, agility, and style.
The goal: bridge fashion, sports, and street identity through real people, real stunts, and raw energy.
Casting
We cast a handpicked crew of authentic BMX riders, deeply embedded in the Bike Life culture. Their connection to the street gave the campaign legitimacy, while their talent gave it power. We also brought in streetwear influencers and cultural figures to broaden the reach and infuse the visuals with style credibility.
Armoni Visual Lab ensured every face in the campaign embodied urban grit, energy, and influence.
Execution
Armoni Visual Lab led the project from creative ideation to delivery, producing a hero film and a full suite of content:
- 🎥 Hero video “PUMA x Bike Life” shot on film with a raw, urban aesthetic — capturing street tricks, sneaker close-ups, and real action
- 📸 Lifestyle & street-style photoshoot across gritty urban locations
- 🎞️ Social assets & BTS content for Instagram, YouTube, TikTok
- 🤝 On-site production management with the BMX team, PUMA France, and video crew
The visual language? Fast cuts. Concrete textures. Wheel spins. City noise. PUMA attitude.
�Results
- 👟 Massive community traction among BMX & sneakerhead audiences
- 🧢 Influencers organically shared the content, praising its authenticity
- 💬 “The most legit street campaign PUMA has dropped in years” – via community comment
