PUMA 100M SHOP

Creative Director, Droga5

For the 2012 London Olympics, we created a literal 100-meter-long ecommerce experience on Tumblr to launch Cedella Marley’s exclusive PUMA collection, a collection designed to celebrate Jamaican heritage, speed, style, and the country’s extraordinary cultural force at the very moment the world was watching London and waiting for Bolt.

 We flew to London, built our own Street Style Olympics, met the characters, entrepreneurs, shop owners, barbers, designers, record store obsessives, and beautiful East End people who carried Jamaican culture through the city, then turned the collection into 100 meters of original content, interviews, styling, product stories, and commerce that unfolded over the duration of the Games. Each day, pieces were sold in piles of 100 meters, with the remaining distance counting down as the collection sold out, until the best possible ending happened in real time: we reached the finish line as Usain Bolt won gold.

Street Style Olympics

Rather than telling the story of Jamaica from a distance, we told it through the Londoners who knew it, lived it, wore it, danced to it, cut hair to it, sold records through it, and kept its rhythm alive inside the Olympic city. With London’s rich Jamaican community as the starting point, we turned local rooted personalities into ambassadors for the Marley x PUMA pop-ups, each one curating their own edit of the collection alongside their favorite PUMA pieces and personal stories of Jamaican culture, style, music, movement, and pride. The Tumblr hub became a living track, a street-level lookbook and ecommerce countdown, where Olympic disciplines were reimagined with street style energy, ambassador interviews sat next to product drops and cultural inspiration, and the whole experience moved forward meter by meter, day by day, spreading the true culture of the country of speed until the collection, the content, and the Games all crossed the finish line together.