PUMA 100M SHOP

Creative Director, Droga5

For the 2012 London Olympics we developed a literal 100m long e-commerce on tumblr to sell an exclusive Marley x Puma collection. We flew to London, organised our own street style Olympics, met the coolest folks of East End, partied at the Truman Brewery and produced 100m of original content over the duration of the games. The best part? We reached the finish line as Bolt won gold.

Street Style Olympics

Cedella Marley designed an exclusive collection for Puma to celebrate Jamaican heritage during the London 2012 Olympics. We took the collections to the streets of London and re-created Olympic disciplines with a street style flair to create an inspiring lookbook.

Special pieces were sold in piles of 100m with a daily update of the amount left until sold out.