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Burrell's Fabric of Hip Hop campaign for PUMA North America celebrated the 50th anniversary of Hip-Hop culture while strengthening the connection between PUMA's brand story and the culture that helped shape it.

The campaign combined content, experiential activations, out-of-home work, influencer partnerships, brand channels and public relations to deepen PUMA's cultural relevance and drive engagement around HH50 products.

Rolled out across seven markets, the program featured collaborations with influential names including Slick Rick, Slum Village, Flau'Jae, Dapper Dan, The Marathon Clothing and Roc Nation.

The work earned Burrell an ANA Multicultural Excellence Award, recognizing the campaign's strategic clarity, cultural credibility and commercial impact.

After nearly two decades of leadership, Burrell Co-CEOs McGhee Osse and Fay Ferguson announced the agency's transition to new ownership.

Burrell was acquired by an equity consortium led by FVLCRUM Funds and Channing Johnson, with Johnson serving as Chairman and Tara DeVeaux named incoming CEO.

The transition followed Osse and Ferguson's goal of finding owners committed to investing in Burrell's future while preserving the talent, culture and Minority Business Enterprise designation that have long defined the agency.

DeVeaux described the opportunity as a pivotal moment to build on Burrell's legacy with a stronger focus on data, fresh insights and renewed creativity across platforms.

The announcement also highlighted Burrell's founding history, its role in communications to diverse audiences and the agency's roster of major clients.