PUMA Speedcat OG.

Case study · PUMA SELECT · Speedcat

The marketing plan behind fashion's hottest sneaker.

ClientPUMA · PUMA SELECT
RoleGlobal brand marketing (brand side)
DisciplinesStrategy · Brand marketing · Go-to-market
Year2025 · Herzogenaurach
No. 3Hottest product, LYST Q3 2024
+523%Search spike, August
No. 1Only sneaker in the index
1984Racing heritage

From inside PUMA, I led the global brand marketing plan that brought the Speedcat back, from an archive racing shoe to fashion's hottest sneaker.

The context

As part of PUMA SELECT, the brand's premium, culturally-driven division, home to collaborations with COPERNI, NOAH and JJJJOUND. Born around 1984 as a Formula 1 racing shoe, worn by drivers including Michael Schumacher and released to the public in 1999, the Speedcat is one of PUMA's most iconic silhouettes.

What I did

I wrote and deployed the global brand marketing plan for the relaunch: positioning, narrative, go-to-market and rollout, brand side. The job was to take a heritage racing shoe and make it matter in culture again.

An archive racing shoe, back as fashion's hottest sneaker.

The impact

By Q3 2024, the Speedcat OG was the third-hottest product in the LYST Index, the only sneaker to make the ranking, unseating adidas' SL72. Searches spiked 523% in August, and the shoe was back on Dua Lipa, Emily Ratajkowski and Troye Sivan.

Press

Highsnobiety LYST Index Q3 2024
PUMA Speedcat OG campaign, desert.
Speedcat OG in black suede.
Speedcat OG in red, on the bike.
Speedcat OG in blue suede.
Speedcat OG campaign, moto look.
Speedcat OG in sand suede, dusk.

Credits

PUMA Speedcat OG, SS24 relaunch campaign imagery.

Client@puma · PUMA SELECT
RoleGlobal brand marketing, brand side

Next project · 01

KEEN