PUMA - The Mixtape Sneaker

PUMA
"THE MIXTAPE SNEAKER"
50 YEARS OF HIP HOP CAMPAIGN

"When Puma set out to honor hip-hop’s 50th anniversary, we partnered with Roc Nation and Legitimate Tech to celebrate mixtape culture as a cornerstone of the genre’s evolution.

CLIENTS

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THE CHALLENGE

Puma wanted to celebrate 50 years of hip-hop—not with a cliché tribute, but with a culturally grounded campaign that spoke to the genre’s raw origins and evolution. The challenge? Reconnect the brand to the streets that made hip-hop global, and do it in a way that honored the mixtape as a symbol of creative independence, hustle, and cultural influence.

Activated culture through real-world events and multimedia experiences

Provided a launchpad for Roc Nation's emerging artists

Integrated physical product with digital content via technology

Designer Alexander John Positioned the sneakers as collectible art pieces representing the cassette, CD, and streaming eras

We Highlighted mixtape culture as a storytelling medium

THE OBJECTIVE

THE CoLAB's ROLE & DELIVERABLES

Strategic Leadership

Developed the creative campaign concept and strategy
Led cultural storytelling and creative execution
Created alongside Shari Bryant and Cheyenne Anthony a layered rollout that unfolded over several months

Production & Content

Produced video, social, and experiential content
Managed production across brand, artist, and tech teams

Creative Strategy & Campaign Development

The Mixtape Series Narrative

Created "The Mixtape Series" campaign narrative, tying each sneaker design to an era of music listening: cassette, CD, and playlist/streaming.

Artist Integration

Cultivated by Emory Jones, the campaign integrated Roc Nation's emerging talent as both the face and voice of the story. Artists shared personal mixtape origin stories, wore the sneakers and Puma capsule clothing, participated in Puma interviews, and released a collaborative mixtape.

Cultural Timing

Used the 50th anniversary of Hip Hop as a cultural hook to drive press and relevance. Strategically timed the launch ahead of Hip Hop 50 celebrations to lead the conversation.

Cross-Functional Leadership

Led by a diverse cross-functional team from Roc Nation, PUMA, and The CoLab.

Leveraging Tech for Exclusive Content

Legitimate Tech embedded NFC chip directly into the Mixtape Sneaker, turning each pair into a gateway for exclusive digital drops. Buyers accessed bts content, doc teasers, + the full mixtape through the chip.

Production & Content Creation

Visual Assets Produced

Hero Film / Launch Commercial
Mini-Documentary (in development)
6 Music Videos for Roc Nation Artists
BTS Content + Studio Sessions
Artist Interviews + Commentary
Social Media Reels + Short Cuts (Instagram, TikTok, YouTube Shorts)
Editorial Photography for Press Kits + eComm
Campaign Trailers
Roundtable Series (featuring Wayno, Jim Jones, DJ Clue, Nina Simone, OG Ron C, Lenny S)
TikTok Filter Experience in collaboration with F That Agency

Tech Integration

NFC chip by Legitimate embedded in each sneaker allowed exclusive access to:

Mixtape release
Music videos
Behind-the-scenes footage
Sneaker launch trailers
Roundtable clips

Waterfall Rollout

Content rolled out in waves to maintain buzz
Exclusive 30-day period where only sneaker buyers could access mixtape content
Gradual rollout on DSPs after exclusivity window

Studio Camp

Music recorded at Hardpink Studios in LA
Content captured during studio sessions added authenticity and engagement