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. Together, both seasonal stories blend sporty elegance, heritage, and contemporary design, capturing the spirit of a golfer whose style and personality continue to shape the game.