As a US-based team working under a Germany-based headquarters, we often face challenges applying global creative directives that lack local relevance. Cultural differences significantly influence consumer preferences across continents, even within the same product category.
To address this, I initiated “Regional Creative Direction” for Puma Americas’ Sportstyle Footwear team, adapting global directives to local contexts through consumer behavior studies, field research, and market analysis. We extended this framework to Design, PLM, and Development, leveraging diverse perspectives to create a cohesive, impactful regional stance that yields distinct and relevant product narratives.
A key example from our Autumn/Winter 2023 season is our focus on Motorsport—a prominent theme in both Europe and the Americas. Our project, Motosynthesis, demonstrates the full application of our Regional Creative Direction, from in-depth research all the way through product development.
Project Type: New Upper / Story Pack
Product Design / Color & Material Design: Jeff Shen
Creative Direction: Jeff Shen
Market Research: Jeff Shen, Chris Calo, Bryan Beaver