PUMA × Dapper Dan

A store display for the PUMA × Dapper Dan capsule, with a Dapper Dan campaign portrait and a PUMA basketball on a yellow chair

Client

Puma

Project

Harlem luxury meets the pre-game runway.

PUMA and Dapper Dan brought their shared language of sport, hip-hop and luxury to a new capsule inspired by the pre-game walk — the moment arrival became its own runway. The collection pulled from PUMA’s basketball heritage and Dap’s Harlem design language, using monogram, tailoring and elevated sportswear to connect generations of style.

For the New York launch, we focused on the details that made that world tangible: the clothes, textures, styling, product and people around them. We shot the launch with the same attention as the collection itself — product, texture, styling and the people bringing it into the room.

Role

  • Film + Photo Production
Dapper Dan portrait in the PUMA × Dapper Dan capsule, in front of a branded step-and-repeat
Dapper Dan on an escalator wearing the PUMA × Dapper Dan monogram vest
Product detail of a PUMA × Dapper Dan sneaker heel with gold hardware
Detail of the monogram knit and DP patch on the PUMA × Dapper Dan vest
Dapper Dan with a guest at the PUMA × Dapper Dan launch
Dapper Dan greeting a guest on the street at the PUMA × Dapper Dan launch
Dapper Dan interviewed on camera for PIX11 News at the PUMA launch
A guest adjusting sunglasses through beaded braids at the PUMA × Dapper Dan launch
Dapper Dan pointing while walking through a crowd at the PUMA launch
Dapper Dan signing merchandise for a guest at the PUMA launch
Dapper Dan in conversation with guests on the street at the PUMA launch