Reimagining athletic excellence: Our design journey with Puma.

The situation

As one of the world’s leading sportswear brands, Puma has consistently pushed the boundaries of sports fashion and performance wear. Tank partnered with Puma across multiple high-profile initiatives, crafting compelling campaigns, brand identities, and packaging solutions that reinforced Puma’s avant-garde edge and athletic credibility. From collaborations with top designers like Alexander McQueen and Yasuhiro Mihara to high-energy sports marketing tied to global events, our work helped Puma stand out as a leader in both performance and style. For Puma’s “I’m Going” brand campaign, we partnered with photography duo Guzman to capture the fluidity, movement, and innovation that define Puma. Featuring the Tony award-winning Bill T. Jones/Arnie Zane Dance Company, the campaign’s artful, modern aesthetic appeared across major US and European publications, retail environments, catalogs, and digital platforms. Our Puma Rugby “Size Matters” campaign made a bold statement during the Rugby World Cup in Paris, leveraging print, outdoor, and stadium wraps to highlight Puma’s sponsored players and their impact on the game. When Puma entered the high-performance sportswear market with Complete Bodywear, Tank helped bring it to life with packaging, primary visuals, iconography, and the tagline “Vive Le Body!”—executed across advertising, point-of-sale, and retail environments. Our approach to art direction, video design, and campaign storytelling ensured that every touchpoint reflected Puma’s innovative, fashion-forward DNA, making an impact on athletes and style-conscious consumers alike.