PUMA × SCADpro,
Brand & Product Innovation
Research · Footwear Design · Packaging design · Illustrator · Photoshop · Vizcom
THE CHALLENGE
Redefining PUMA for the Next Generation
PUMA partnered with SCADpro on a multidisciplinary project to explore how the brand can build a stronger connection with Gen Z. Our challenge was to uncover cultural truths, identify gaps, and translate them into future-forward products and brand experiences.
What PUMA Asked Us to Do
RESEARCH
Investigate Gen Z and athletic culture to uncover insights and opportunities.
IDENTITY GAPS
Understand why PUMA is visible but not the first choice for consumers.
IMAGINE
Explore new possibilities across footwear, apparel, accessories, and experiences.
DESIGN
Create future-ready concepts that connect performance, style, and culture.
Concept Exploration
This collection was built on one conviction:
PUMA's strongest ideas have always come from performance. Not from chasing trends. Not from following culture. But from designing products with such clarity of purpose that they eventually became part of culture.
The collection builds on that lineage by exploring how movement can shape form. Every silhouette is driven by function, refined through innovation, and connected by a shared design language rooted in speed, precision, and confidence.
The goal is not to recreate the archive, but to carry its philosophy forward—creating products that feel authentic to PUMA's heritage while looking toward the future.
Performance first. Design always.
FOUR PRODUCT CATEGORIES
We mapped PUMA footwear into four behavioral archetypes to uncover clarity, gaps, and future opportunities.
We dropped the cat categories,
and made our design intention seamless,
with a focus on product that functions,
resonates & authentically represents
our consumer.
Turning research into opportunities
100+ concepts generated collaboratively across the footwear team.
My Concept Exploration
COLOR PALLETE
We used the color palette not just for project unification but for performance energy and prestige. Like giving key performance features pops of color so they're not just the hero of the sneaker but the functional center piece as well. When you think PUMA Olympic you think “Distinguished” and we used the color palette to imbue our sneaker designs with that same vivacity.
My Concepts
CLAW STRIKE
01 FG
Hunter | Performance | Explosive Speed
Inspired by the striking motion of a predator's claw, the concept translates explosive acceleration into aggressive surface detailing and lightweight performance engineering.
DESIGN DEVELOPMENT
The concept evolved from exploratory hand sketches into refined Illustrator linework, allowing key performance features, proportions, and material transitions to be clearly defined before final visualization.
ORTHOGRAPHIC VIEWS
FINAL DESIGN
TERRA CLAW
Prowler | Utility | Outdoor | Endurance
Inspired by the anatomy of climbing predators, TerraClaw blends lightweight trail-running performance with protective structural elements. Designed for rugged terrain, the concept emphasizes stability, durability, and confident movement while maintaining a fast, athletic silhouette.
DESIGN DEVELOPMENT
The concept evolved from exploratory hand sketches into refined Illustrator linework, allowing key performance features, proportions, and material transitions to be clearly defined before final visualization.
ORTHOGRAPHIC VIEWS
KEY FEATURES
ENGINEERED MONO MESH
Lightweight, breathable mesh construction for all-day comfort.
TPU STRUCTURAL CAGE
Provides lateral stability and protects high-wear areas of the upper.
COMPRESSION MOLDED EVA
Delivers responsive cushioning and supports long-distance movement.
HELIX COURT
THE HUNTER | PERFORMANCE | EXPLOSIVE SPEED
Inspired by the gripping power of Puma claws, Helix Court is engineered for tennis, delivering lightweight responsiveness, lateral stability, and court-specific traction for explosive movement on the court.
KEY FEATURES
ENGINEERED MONO MESH
Lightweight, breathable mesh construction for all-day comfort.
TPU STRUCTURAL CAGE
Provides lateral stability and protects high-wear areas of the upper.
COMPRESSION MOLDED EVA
Delivers responsive cushioning and supports long-distance movement.
DESIGN DEVELOPMENT
ORTHOGRAPHIC VIEWS
KEY FEATURES
Lightweight, breathable mesh construction for all-day comfort.
Provides lateral stability and protects high-wear areas of the upper.
Delivers responsive cushioning and supports long-distance movement.
NOTE: AI-Assisted Visualization
Final concept renderings were generated using Vizcom AI to communicate the design intent. All research, concept development, sketches, CAD, design decisions, and product development were completed by me.
