In 2022, PUMA is reviving the SLIPSTREAM snicker, an icon of the 80s and 90s.

Launched to high school and college basketball players in the US by PUMA, the model captivated a broader population than just those in the basketball community, and spread through American streets from ‘88 through the early 90s.

With the model Snake, which imitates snake skin, the snicker wins over the very demanding Japanese public, and becomes an emblem in the country.

In 2021 and 2022, the brand releases the historic model, reinvented, but still with the silhouette that has spanned all these decades. While Slipstream has conquered American and Japanese youth at different times, the brand wants to make it into a leader in its category, and conquer the "Sneaker heads" around the planet. Kids born after 2000 who grew up with the sneaker culture, and who look to icons of the past.

We wanted to give a nod to the target’s desire to change things - style, culture, values, which often move much faster than society. This generation is moving faster than the society in which it lives. Rather than waiting to change it, they will go and create another elsewhere, on another planet. Like Elon Musk or Jeff Bezos post-2000 with determined style, without rules.

Assuming that you can only have an effect on people if you submerge them in an intense universe where the narrative and the aesthetic meet up. That's what we did for Slipstream in the Sportstyle category, where form sometimes takes precedence over substance.

Floating screens, holograms and a digital cockpit, the Slipstream universe is directly inspired by space pop culture films like the The Fifth Element, Star Trek, and MIB.

Bringing together no fewer than 12 ambassadors from different worlds, from athletes to, singers and influencers all over the world, in a retro-futuristic film, whose central elements are the Slipstream and the sneakerhead.

We create a campaign that would appeal to Sneakerheads born after 2000. A demanding target that’s not always sensitive to advertising because they’re overexposed to it. We wanted to give a nod to their desire to change things - style, culture, values, which often move much faster than society.

We imagined the coolest in the galaxy, and invites everyone who is bored with society to get on board.

The film and the resulting assets were released on June 8, 2022 in 100% digital and social media for Europe and in TV and cinema in the United States and Canada.

The media plan was able to rely on the ultra-powerful ecosystem of actors and this exceptional cast, including 7 top athletes: Neymar Jr, Romeo Beckham, Kingsley Coman, Memphis Depay, LaMelo Ball, Armand Duplantis, Gianmarco Tamberi and 6 artists and Influencers: Danna Paola, Pamela Reif, Nessi, Just Riadh, Imenella and Don Strapzy Ambassadors of the PUMA FAM from around the world.

The Welcome Unbored campaign was also unveiled in OOH throughout Europe (Paris, London, Madrid, Berlin, Milan, Amsterdam, Stockholm) thanks to a powerful media device: giant tarpaulins, metro station, DOOH...

In terms of PR for the campaign, the film was picked up by 52 media outlets worldwide.

The film was broadcast for 6 weeks in OOH throughout Europe

Largest brand reach in OOH and DOH: 67 million touch points.

12 activated ambassadors who generated 14 million reaches

20 media partnerships (editorial and social) and a global PR plan (general press, lifestyle, fashion, communication, soccer...) that generated over 50 million impressions worldwide