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.