Brand Insight:

Puma has had recent problems with sweatshops and illegal labor conditions in their production facilities.

Creative Idea:

Combat these labor issues by designing a shoe you build yourself.


The Puma Revisals

Puma starts by educating on the issues and sharing stories on social media:

Landing page to buy the shoes and learn more about the campaign:

Unique, flat shoebox to hold the unassembled pieces:


All proceeds from the shoes go to improving labor conditions worldwide.

Unique shoe tag allows customers to fill in where the shoe was made.

Each customer is encouraged to share their shoe tag on social media

acting as a protest to illegal labor practice, therefore, creating more awareness of the issues.


Scott McIntosh


Nick Huey