101 Premier

I was one of the creative leads behind PUMA’s 101 Premier campaign, concepting and art directing the photography and creative execution across website, e-mail, paid and organic social, billboards, and in-store retail windows. Featuring PUMA athlete and professional golfer Rickie Fowler as the face of the campaign, the creative focused on showcasing the versatility of the 101 Premier pants and shorts, designed to move effortlessly from the course to everyday life.

The visual approach was clean, modern, and instantly digestible, pairing bold photography with the playful headline, “Get Your FIT Together.” Through a series of confident, lifestyle-driven portraits, the campaign highlighted the premium look and performance benefits of PUMA’s LUXKNIT technology, engineered to deliver lightweight comfort, stretch, and all-day mobility while maintaining a polished appearance. The result was a simple yet impactful campaign that reinforced the collection’s blend of performance, versatility, and modern sportswear style.