The world of marketing has changed and become more grassroots. While many big companies have been slow to come on board, Puma has been at the forefront (as usual).
To launch the Puma new Suede Classics, the sports brand hired Parisian artist Eddek to wheat paste posters around Antwerp and Amsterdam. The Eddek posters for Puma feature twelve Dutch-Belgium creatives from Puma's creative network with the Suede Classic sneakers on their feet.
Implications - In the last few years, graffiti and street art have become a coveted artistic genre, completely defying their past when the artworld would shun them as red-headed step children of art. Companies can capitalize on this trend co-branding products or commissioning popular street artists to create viral marketing for them. This shows a commitment to emerging art movements and the avant-garde. Both establish the company as a trailblazer in the marketing department.
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