PUMA x staple “gidra”
ROLE: CREATIVE STRATEGY, CONCEPTING , CULTURAL RESEARCH, PRODUCTION, ACCOUNT LEAD
The Challenge
PUMA needed to close out its multi-season collaboration with STAPLE in a way that felt earned, unexpected, and culturally rooted. But most brand x heritage tie-ins feel like surface-level nods, not rooted in story or legacy.
The Solution
Buried in our cultural research, we found Gidra— a radical Asian American newspaper from the '60s born on UCLA’s campus. It was bold, visual, and grassroots. More than a design inspiration, it was a manifesto. We built a campaign that positioned the drop as a wearable revival of Gidra’s ethos turning graphic codes into a system of protest and storytelling. From product design to social to retail, every touchpoint honored the original movement while pushing it forward.
