Introducing the Puig Indoor
Lucas Puig is one of the foremost European skateboarders and widely considered to be the finest of his particular craft.
For his third signature model shoe, adidas turned to 1993 to realise the global campaign with a brief to create a lasting and iconic vision that is fitting for such an athlete. Upon brainstorming, we turned to the visual artist @leonwashere, who is known to repaint video frames of classic skateboard clips, turning them into works of art by giving them a new colours, textures and thus a whole new and unique look.
The artwork then became the cornerstone of the campaign, the repainted clips in entirety led the social media rollout, select repainted frames, and further painted renditions of the product were used as key imagery in print media and across a subsequent retail build to support in-store sell-through.
