LET’S GO VARSITY

The Puma Varsity Collection is represented through a mix of classic and contempemporary aesthetics relating to the vibrance associated with the college-style. This concept celebrates life, individuality and 75 years of Puma.

By using the 75-year logo and the nostalgic feel of the photographs, the Varsity campaign creates a deep connection to the Puma brand that stands the test of time.

DFROST was tasked with creating a holistic campaign. From campaign and video shoots to campaign development, production and installation of the individual elements in the various locations and outlets across Europe.

The look of the Varsity campaign includes elements such as Screens and Videos, 3D logos, pennants, flags and special highlight areas that bring the spirit of the campaign to life.

During the rollout of the Varsity campaign, the Puma outlets were equipped with special Windows and Instore areas in addition to the standard elements, which were intended to bring the charm of the Varsity campaign to every location.