Cedella Marley created an exclusive collection for Puma to celebrate Jamaican heritage during the London 2012 Olympics. We took the collection to the streets of London, recreating Olympic disciplines with a street-style flair to produce an inspiring lookbook. Unique pieces were sold in batches of 100 meters, with daily updates on the remaining stock until everything was sold out.

With the help of Usain Bolt from Jamaica, Puma provided custom playlists, free giveaways, and guided fans to purchase the new Puma gear through an engaging online experience.

Throughout the games, we shared 100 meters of original content. The highlight was celebrating as Bolt won gold!