Puma’s global team approached OK COOL to develop and execute a social-first campaign for the re-release of their iconic Palermo shoe.Our content was to go live on both of Puma’s global social channels, as well as those of key UK retailers ASOS and JD.The campaign creative was driven by the insight that Gen Z like to express themselves through fluid fashion, and often in unexpected ways.We channeled this insight into the styling— reviving the spirit of 80’s terrace culture through the lends of La Dolce Vita.We shot in the namesake city of Palermo to drive authenticity, and then took the same creative sentiment back to London to target our retail-focused audience.Viva Palermo!