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.

The film takes place in a paradigm-shifted world where nudity is the status quo and being clothed is taboo. Set at a tennis match, we see the full — and fully nude — audience, before we cut to a back room where our protagonist outfits himself in full Noah x Puma. The “streaker” runs out onto the field to equal shock and amusement from the crowd of onlookers. As security tries to chase him down, he mocks them by evading their attempts and doing a provocative dance. He runs off the field, narrowly escaping security by ducking into a room and emerging fully nude, as if nothing happened. As he walks onto the stands incognito post-chaos, he asks his friend what he missed, to which his friend responds “just some maniac.”

The film got people talking in a big way - and drove results for both brands as well as on key partner platforms. The campaign spiked searches for “Noah x Puma” by 559%. It reached 73.4m people worldwide. The sneaker drop sold out within 7 minutes. On social, it was Puma’s most engaged Instagram Reel ever, Noah’s most engaged post in the preceding 3 months. It was the most engaging post of the year for End Clothing’s nearly 3 million Instagram followers, and the ad was reposted by @goodadsmatter on Instagram. It increased mentions of Puma by 52% across platforms, and organic PR coverage increased by 25%.