In 2021, PUMA Basketball signed the Ayayi siblings, three professional athletes, to stand out in a saturated market. The bet: focus on authenticity and solidarity rather than performance alone.
Camden developed a storytelling approach centered on family bonds, filmed between Pau and Washington. A main video and three Instagram capsules introduced Gérald, Valériane, and Joël, supported by a sport and lifestyle photoshoot.
Result:
A human-centered approach that strengthens PUMA’s image and broadens its audience.
