Puma Tusgi Launch
Concept
PUMA launched their new ‘Run The Streets’ campaign in India. While rooted in performance, this campaign is also a celebration of street style and street culture. Taking this conversation forward, Homegrown was asked to put in motion the debut of their brand-new Tsugi Shinsei silhouette, the flagship model for their 2017 ‘Run the Streets’ campaign, which also features The Weeknd as the poster boy.
strategy
To celebrate the release of one of Puma’s latest design, Homegrown in association with the global sport brand decided to conduct a masterclass session followed by an after party.
Named “SHINSEI”, which means “REBORN” in Japanese, we brought out the modernity as well as concept with the help of music and art, 2 of the most evolved elements in the Indian cultural space.
The masterclass brought out the co-relation between what’s next in art and music by marrying the two in perfect union and discussing it business with industry experts.
Execution
Tucked away underground, the space itself was littered with references to the Japanese culture that this sneaker takes so much inspiration from. PUMA & Homegrown in association with Qilla records, an underground music techno label conducted a masterclass that was designed to provide the audience with tips to starting, building & sustaining your own music label, insight into Qilla and the key to its success, creating an overall visual identity and how to be inspired by The Streets, visually & aurally.
The speakers for the event were Madhav Shorey (Qilla Records) and graphic designer Aniruddh Mehta (TheBigFatMinimalist). They together managed to develop a particular visual identity for the music they produce, thus pushing the boundaries of innovation, an idea that goes right down to the name of the sneaker, Tsugi being the Japanese word for ‘next’.
Taking it a step further, the final step of the launch was the after party where we had Aniruddh Mehta with Kohra from Qilla Records who successfully created an one of a kind experience. Kohra bought his music to life with the help of Aniruddh’s art. This was a unique performance where the audience were not only able to hear the music but also see it, through visual graphics which changed with every beat. Maintaining the over all monochromatic code, the visuals along with the music stimulated both the vision and audition senses of the audience.