2024 MULTICULTURAL EXCELLENCE AWARD WINNER: THE FABRIC OF HIP HOP

Still another of our creative executions for client PUMA North America continues to reverberate make waves, as we helped the brand to honor this year’s milestone 50th anniversary of Hip-Hop culture the “Fabric of Hip-Hop” campaign. This unique program was designed to enhance PUMA’s cultural relevance, strengthen the time- honored link between the culture and PUMA’s brand story, and heighten engagement to drive sales of PUMA HH50 products.

PUMA has long held an unapologetic place of relevance and reverence in the Hip-Hop narrative, as for 75 years PUMA assumed the role of relentlessly pushing sport and culture forward. Burrell was able to achieve its objectives by leveraging a blend of compelling content, experiential activations and innovative OOH assets. The agency’s approach was multifaceted and involved leveraging influencers, internal brand channels, special events and public relations.

The "Fabric of Hip Hop" was rolled out in seven markets, and featured collaborative partnerships with such legendary talents as Slick Rick, Slum Village, Flau'Jae, Dapper Dan, The Marathon Clothing and Roc Nation, all helping to cement the campaign’s credibility and visibility within the Hip-Hop community. The program deepened PUMA’s brand awareness and cultural relevancy armed with a solid strategic approach, an anthem video and high-profile seeding to increase brand engagement and achieve outstanding sell-out rates for key products, winning Burrell a coveted ANA (Association of National Advertisers) 2024 Multicultural Excellence Award in the process.