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.
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