PUMA Loves Urban - Puma Loves Vinyl

To change Puma’s outdated, uncool brand perception, we created the PUMA Loves Urban concept, connecting Puma with the young hipster crowd and shifting its image to a cool urban lifestyle brand. The transformation that began with Urban Ping Pong continued with the Pilpeled Street Collection, and now taps into the vinyl record hip factor with PUMA Loves Vinyl, in collaboration with TEDER FAM, an urban radio station and hipster nightclub.

PUMA Loves Vinyl is an ongoing project celebrating vinyl culture. The highlight of this project is “Cover Story”, a book documenting 300 iconic Israeli vinyl covers—from all-time classics to rare collector's items.

Alongside the book, we launched a special edition EP featuring local artists, including Red Axes, Kutiman, Rejoicer, and Lava Dome.