PUMA
T7 ‘Off Track’ Book
The original PUMA T7 Track Jacket debuted in 1969. Since then, every seven-centimeter striped sleeve has been stitched with the raw capacity to power through hurdles and 100 meter dashes, and the strength to overcome lines at concerts and unexpected banana peels. To promote the T7's heritage, the Lifestyle team wanted to create a special piece available only at high end wholesale accounts.
Collaborating with PUMA’s copywriter, our concept of 'Off Track' gave a nod to the jacket's legacy of superhuman athleticism and slick skills on track and applied them to the modern everyday. The 100 meter dash became the trip to the loo between songs at a concert. The shot put, the fresh out of a refreshment at a BBQ. The 4x4 relay, the sharing of a mighty large popcorn at the movies.
I hired an illustrator and colorist to mimic the style of popular 1969 cartoon Fat Albert and directed the artwork’s creation. I designed the piece so it's playful and interactive with moveable tabs, like vintage pop-up books. Creating physical mockups, I ideated each of the movable mechanisms. Collaborating with paper experts Structural Graphics on die line creation, I brought the T7 ‘Off Track’ promotional piece to life.
