In early 2017, Puma launched a loyalty program to recruit and reward its next generation of Puma football players. To mark the launch of the program, and to welcome the newest members, the sportswear manufacturer teamed up with Cramer to reimagine what shoe packaging could be.

“From the beginning, we knew we wanted to create exclusive packaging for our first PumaPitch members, but we also wanted to do something totally unexpected – something young athletes would talk about, and remember,” said Kellie Ambrose, Marketing Manager, Puma. “Through our partnership with Cramer, we invented an exclusive packaging that doubled as an exclusive brand experience.”

The shoes were delivered in a sleek, black and polypropylene case, which was padlocked.

“It was a great story of creativity, strategy, and authenticity cutting through the clutter in a meaningful and effective way,” added Ambrose. “And the fact that the case was something the players would keep for themselves aligned with Puma’s commitment to sustainability. All in all, it led to an amazing brand experience, as well as social shares, earned media and a strong introduction for the PumaPitch loyalty program.”

The sports brand has recently sued fashion retailer chain Forever 21 for allegedly copying three shoe designs from Rihanna’s popular Fenty x Puma line. American singer Rihanna has served as Puma’s women’s creative director and brand ambassador since 2014.