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.
Street Art Shoevertising
Eddek Bombs Antwerp & Amsterdam to Market Puma Suede Classics
Trend Themes
1. Grassroots Marketing - Companies can capitalize on the trend of graffiti and street art by co-branding products or commissioning popular street artists to create viral marketing for them.
2. Coveted Artistic Genres - The rise of graffiti and street art as a coveted artistic genre presents opportunities for companies to align their brand with emerging art movements and the avant-garde.
3. Trailblazing Marketing - Utilizing graffiti and street art in marketing strategies establishes companies as trailblazers in the industry and shows a commitment to innovative approaches.
Industry Implications
1. Fashion - Fashion brands can co-brand with street artists or feature their work to tap into the growing popularity of graffiti and street art.
2. Advertising - Advertising agencies can explore collaborations with street artists to create disruptive and attention-grabbing marketing campaigns.
3. Art Collecting - Art collectors and galleries can embrace graffiti and street art as a valuable and collectible artistic genre, opening up new avenues for artists' recognition and sales.