Puma (pre-change work)
Writing by Jerry Stifelman.
Design by Gyro Worldwide.From 1994 to 2004, Puma went from a declining brand with $50 million in sales to a hot brand with $3 billion in sales. This was accomplished by taking a completely different approach from the superstar-driven, inspiration-heavy tone of Nike and Adidas. Instead, Puma created a brand that combined athletic heritage with an underground, youth-oriented sensibility. The agency during this time was Gyro Worldwide, who worked with Jerry as its senior writer on the brand.