THE BRIEF

Authentic story-telling plays critical roll in the success of PUMA x Liberaiders Suede. Only available in Japan and China, the shoes pay tribute to the golden era of Chinese Rock’n Roll music. Legendary musician Gao Qi and Ou Yang appeared in the campaign, who’re photographed by Liberaiders founder Mei Yong himself.

The shoes are sold out within 1 day in all markets, of which secondary mkt price reached to double at the time.

PUMA also host the launch event at Soulgoods in Beijing, where is Gao Qi, Ou Yang and Mei Yong’s hometown. The trio also made the appearance at the event, which closely engaged with consumers hence create emotional bond.

CAPABILITIES

Partnership Management, Product Design & Development, Communication Strategy, Creative Marketing, Creative Production, Event Curation