FENTY x PUMA is back and better than ever, reviving classic silhouettes with a fresh perspective to elevate the fashion and sport-style conversation. The brand approached OK COOL to develop and execute a creator campaign to celebrate the new Earth Tone collection of the iconic Creeper Phatty. The mission was to create inspiring content targeting a Gen Z audience, while standing out from the noise of competitors. We collaborated with a selection of emerging fashion tastemakers to show off their ‘phat’ style, creativity and personality through engaging, social first content, with content pillars such as a GRWM, styling sessions and shoe unboxings. This approach allowed the content to naturally integrate with each talent’s feed and resonate with their audience, whilst heroing the product in various settings.