Puffer Reds began as a community-driven sneaker label rooted in Detroit’s street culture, music, and creative expression, quickly gaining recognition for bold designs and storytelling. For the Adidas × Puffer Red Track 45 collaboration, we celebrated the sneaker release with an immersive experience that connected the product to Detroit’s artistry and the music-focused nostalgia central to the campaign.

As Design Lead, I oversaw the visual direction and execution across all touch-points, including a photo shoot, seeding boxes, and the launch event. From the editorial photoshoot and set design, capturing the sneaker and local talent, to collectible branded packaging to convey the musical storytelling, and a fully branded launch environment, every element was crafted to reflect the collaboration’s energy, cultural relevance, and polished, cohesive identity.