Global sports brand PUMA has just released the Unity Collection, a pack that celebrates PUMA’s sports heritage and the power of sport uniting our world. As part of the collection launch and other diverse efforts during the past weeks, PUMA has committed to donate a total of $200,000 USD to the U.N. COVID-19 Solidarity Response Fund. In Russia, Outlaw Creative became the creative partner of this campaign. The founders of Outlaw Creative Dilyara Minrakhmanova and Maxim Bashkaev together with PUMA represent Unity Athletic Club – a digital sports club, participation in which you are guaranteed to practice any sport.
This summer we want to tell the story of unity through sport, bringing together all sports fans, even from a distance. Specifically for this campaign, PUMA and Outlaw Creative with the help of producer Karina Kalimullina have prepared a local version of the video and lookbook, as well as sticker packs for everyone who comes to visit PUMA stores to join the movement. The shooting of the local lookbook took place in Kazan, on the territory of new largest extreme Park in Russia. A team of athletes walked around the place under the flag of Unity Athletic Club, the design of which is inspired by retro logos of old Asian postage stamps and graphic designs of old football clubs. And the main element in the flag's styling is the color palette of the PUMA Unity collection.