Brand content around parisian Bike Life movement for Puma

In an exciting partnership, PUMA teamed up with a group of young BMX riders to spotlight its iconic SUEDE sneakers, bringing the energy of Bike Life culture into the heart of the campaign. The collaboration aimed to merge style and performance, celebrating the boldness and creativity of the BMX community. TRENDS Paris was brought on board to provide strategic support, driving the concept from initial planning to execution, with the goal of capturing the essence of urban street culture while showcasing PUMA’s legacy in footwear.

The Bike Life crew, a group of young and talented BMX riders, was chosen to embody the campaign’s spirit. Known for their daring tricks and strong connection to street culture, the riders perfectly aligned with the gritty, authentic image of PUMA’s SUEDE sneakers. TRENDS Paris also collaborated with key figures from the influencer and street sports communities, ensuring that the campaign resonated with both BMX enthusiasts and sneakerheads. The mix of BMX talent and street credibility brought a raw, urban edge to the campaign, amplifying PUMA’s brand message.

TRENDS Paris handled every detail of the project, from concept creation to production. The centerpiece of the campaign was a dynamic video titled "PUMA x BIKELIFE," which featured the riders performing BMX stunts while highlighting the versatility and style of PUMA's SUEDE sneakers. The video, shot on film with a street-inspired aesthetic, showcased the raw energy of the BMX community. In addition, a photoshoot captured the authenticity and urban vibes of the collaboration, reinforcing the campaign’s focus on style, performance, and street culture. TRENDS Paris ensured smooth coordination between the riders, production team, and influencers, bringing the entire project to life.