In order to demonstrate that the Suede is a cultural icon, we needed an idea that would make a statement and capture attention immediately. Our idea was to take people on a journey through time where the only single constant was the PUMA Suede, a shoe with such contemporary design that it was both ever present yet constantly evolving at the feet of its wearers.
1960s- Tommie Smith protesting against discrimination at the 1968 Olympics
1970s- Walt “Clyde” Frazier’s basketball career
1980s- B-boy culture
1990s- Alternative grunge
2000s- Skateboarding
2010s- Athletic wear as a lifestyle
The Future
The idea was to create a timeline, featuring each of these iconic moments in a different art piece in a style from its decade.
As a visual, you’d be able to see its influence from beginning to end, the end being a blank canvas and jumping-off point for the future.