PUMA South Africa and sneaker store Shelflife in Cape Town have joined forces to create a fresh new range of t-shirts and caps. Shelflife’s street credibility and graffiti culture together with PUMA’s quality and bold style is a perfect match for this cross marketing collaboration labeled PUMA X SHELFLIFE.
The concept behind the design and styling of this new range comprises of a few simple visual elements that highlight both PUMA and Shelflife’s corporate images and echo the relationship between sneakers and street art in South African urban culture. A new series of logos and icons were specifically created to communicate this new partnership.
The PUMA Mobile Unit will be stationed at the STR.CRD event next Friday, 24 September, at the Cape Town station, where customers will be able to buy PUMA X SHELFLIFE product, as well as other PUMA merchandise. Street artists will be on hand to customize your sneakers, free of charge, when you buy any merchandise from the mobile unit.
The STR.CRD event will showcase some of the best international and local urban street culture with emphasis placed on the rising sneaker phenomenon. Local and international music acts, DJ’s, skateboarders, street ware, graffiti artists and B-Boys will also be there to boast their talents.
The PUMA X SHELFLIFE collaboration of apparel and headwear will be available at Shelflife in Cape Town after the STR.CRD event next week.