PUMA x Arnold Palmer

I concepted, art directed, and led the creative for the 2025 Spring/Summer and Autumn/Winter PUMA x Arnold Palmer campaigns. Each season was crafted to honor Arnold Palmer’s iconic legacy while reinterpreting his classic style through a modern, fashion-forward lens. The Spring/Summer direction embraced a bright, airy studio approach that reflected the lightness and optimism of the season, using soft lighting, clean compositions, and fresh styling inspired by Palmer’s effortless cool and timeless on-course presence.

For Autumn/Winter, the creative shifted into a moodier, more refined tone. Richer colors, deeper shadows, and a classic visual palette paid homage to Palmer’s sophistication while introducing a modern edge that elevated the colder-season silhouettes. We also incorporated Arnold Palmer’s catchphrase, “Play Boldly,” throughout the visual direction to reinforce the confidence, individuality, and fearless spirit he brought to the game. Together, both seasonal stories blend sporty elegance, heritage, and contemporary design, capturing the essence of a golfer whose style and personality continue to shape the sport.