In 2024, FALSE 9 spearheaded the entire creative strategy for PUMA Running, taking on one of the most ambitious projects in global sport.

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Our work set out to define, implement and oversee the entire creative direction for PUMA Running 2024 as the Big Cat brand prepared for one of the biggest sporting years ever.

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Spring / Summer 2024 commenced with two independent shoots in Raleigh, North Carolina, and Eugene, Oregon — that brought together Olympic champions, World Record holders, and sporting heroes, who were all captured across a diverse range of campaign images, videos and social content.

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The global project was immortalised across a suite of lead image and video assets that featured in digital, retail and key OOH locations around the world, alongside a stream of elite athlete and everyday runner storytelling videos that defined a new era for PUMA in the eyes of different running communities around the world.