We were commissioned by Narwal Creative to design a series of video loops for PUMA’s flagship store in New York City. The task was to create bold, eye-catching visuals that would live inside the retail environment celebrating both PUMA’s brand spirit and the unmistakable energy of New York.
The challenge: bring together “Forever Faster” PUMA’s global brand ethos with the raw, layered, cultural identity of NYC, in a way that felt authentic to the city and inspiring to the PUMA audience.
We developed three distinct motion concepts, each rooted in different aspects of New York culture and the PUMA brand:
• Forever Faster / The City in Motion
Agile, dynamic lettering design that expressed PUMA’s motto Forever Faster.
Fast, energetic typographic animations echoing the pace and movement of New York City.
• The Streets & The Culture
A layered collage of sneaker cuts, graffiti tags, calligraphy, and illustration.
Evoked the grit and authenticity of NYC’s street culture and its deep connection to history, style, and self-expression.
• Pop Culture Grids
A colorful, organic grid system mixing playful motion and bold hues.
Infused with references to street ball, hip hop, and pop culture — cultural exports born in New York and shared globally.
The three designs worked as a dynamic, rotating visual system inside the store, each loop capturing a different facet of New York life while reinforcing PUMA’s energetic brand DNA.
The motion pieces gave the flagship store a sense of place local, authentic, and unmistakably NYC.
They created a living brand environment: not just decoration, but moving artworks that immersed shoppers in the world of PUMA.
Together, they celebrated the intersection of sport, culture, and style, exactly where PUMA and New York meet.
If you're in New York City and you happen to pass by the PUMA Store don't mind taking a photo on the big screen and tag us along, we will appreciate it dearly.
☺franko.ro
☺poettier
Thank you!
Creative Direction: Narwal
Animation: Poettier Vazquez & Narwal
Photography by: PUMA NYC, Irak Rivas & Diana Haro.