PUMA: Where Identity Meets Icon is a speculative campaign exploring the relationship between personal evolution and enduring design. Inspired by David Bowie’s legacy of fearless reinvention, the campaign embraces identity as fluid and ever-shifting, while certain icons remain constant. Bowie’s signature palette of red, blue, and white shapes the visual language—from wardrobe and lighting to subtle Speedcat details—acting as signals of energy, transformation, and creative possibility.

At the centre of the narrative is the PUMA Speedcat, positioned as a symbol of timelessness: the shoe doesn’t change—you do. Its minimal, adaptable silhouette grounds the wearer’s ongoing reinvention, aligning with PUMA’s movement toward a more fluid, individualized, and fashion-forward identity. Clean styling, gender-fluid wardrobe choices, and expressive direction reinforce the balance between change and continuity, inviting viewers to consider the timeless pieces that anchor their own evolving sense of self.