Noah and Puma were coming together for their first ever collaboration. The goal was to create a unique story and world that melded the DNA of both brands and cut through the nonstop noise of streetwear ‘drop’ culture. The project also had to find a way to thread together the goals of each brand. For Puma, it represented a chance to engage with a young, culturally tapped-in audience, and for Noah, a chance to take its cred in skate and surf scenes and lean into sports culture on a bigger stage. In preparation for the launch of the redesigned Puma Star shoe and adjoining clothing collection, we were tasked with coming up with a 360 degree marketing campaign that defined a world and a story for the collaboration to play in, and that exemplified the intersection of both brands’ DNA.

Casting sessions were held at nude beaches. (That’s a joke, just making sure someone is actually reading this stuff.)

The actor who played the streaker was someone the director had worked with previously. He was a perfect choice because of his overall charm, physical ability and his broken English helped us convey the international and other worldly ambiguity of our story's location.

Peripheral actors were chosen for their unplaceable international looks and will to work practically naked, further conveying obscurity of the naked world's locale.

The first drop for the PUMA x Noah Star sneaker inspired well attended special events globally, including Noah’s SoHo New York Flagship with visitors having the chance to play pro ping pong player Wally Green wearing his PUMA x Noah Star kicks, and at the Manchester Tennis & Racquet Club Event in the UK. AdAge, in its Production Company A-List called “Winning Streak” a “standout” … “impossible to watch without laughing out loud.” David Reviews called it “audacious” and gave it 4/5 stars, and The CCO at República Havas, Miami reviewed the spot on Best Ads, writing … “The execution is very well done and I toast to the simple ideas that carry humor as their flag.” The collection’s launch was covered extensively by media tastemakers including Hypebeast, High Snobiety, and many others. "Winning Streak" also picked up awards at LIA, Ciclope, Clio Sports, British Arrows and the Webbys.