Teen Vogue's 21 under 21 use their community, passion and strength to inspire a new wave of individuality. Puma is known for more than its athletic clothing—the global brand is meant for people who are ready to change the game, with a powerful motto: Be brave. Be confident. Be determined.

Puma wanted to showcase these morals while tapping into Teen Vogue's powerful and influential audience of young change-makers.

Therefore, the goal of the collaboration was to leverage Teen Vogue's influence in a key demographic that Puma wanted to reach, while also seamlessly positioning Puma as a cultural leader in style and social change.

In an effort to position Puma as a progressive brand, Condé Nast Entertainment decided to create a series of branded films featuring remarkable and inspiring young women tackling issues like transgender rights, racism, and immigration reform. By collaborating with the influential Cara Delevingne, the team was able to develop a series with a host who viewers love and the featured change-makers felt comfortable with.

The strategy was to partner with today's youngest and most formidable change-makers to elevate the Puma brand. Showcasing young women decked in Puma clothing while maintaining their own personal styles, was also an important aspect of the strategy. This highlighted the range of Puma's products that can fulfill each potential buyer's distinct look.

The series features Tia Adeola, a trendsetting designer, who's her newfound acceptance and confidence after moving to NYC, and her dedication to diversity in casting as Tia preps for her 2018 fashion show; Maame Biney, one of the youngest athletes on Team USA and is first African-American woman to qualify for a U.S. speed skating Olympic team; Deja Foxx, who is a passionate activist and has been called “the new face of Planned Parenthood"; and Lily Madigan, who was elected as a Women’s Officer in the Labour Party at the age of 20 in 2017.

The series is part of a 360 campaign, wherein the branded films live within editorials’ “21 Under 21” program, and culminated in an experiential activation at Teen Vogue Summit featuring the women profiled.

Celebrity Cara Delevingne anchors the series, but the team didn’t rest on her celebrity alone. Instead, they used her to create a platform to give a voice to others. And while Puma's products are showcased in every scene, the integrations are organic and tasteful, never detracting from the story.

The collaboration between Puma and Teen Vogue is arguably Condé Nast Entertainment's most successful branded program to date—a high-performing, creatively-rich, celebrity-driven program that deals in matters of immediate cultural relevance.

Three out of the four episodes are among Teen Vogue’s top 10 most watched videos of all time. The campaign delivered over 49 million views, surpassing the estimated view goal of 5.5 million by nearly 800%. Even more importantly, the viewers were directly impacted by the videos as they commented "Great video, it’s definitely inspiring!" and "Thank you for taking a stand and leading us to a brighter future."