We Are Legends

We Are Legends is PUMA’s employee led collective of Black creatives, created to celebrate Black culture through design, fashion, storytelling, and community impact. The work was about more than creating product. Each collection started with a story and used culture, history, community, and consumer insight to shape the graphics, color, materials, silhouettes, and overall product direction. The platform was also built around three pillars: Community, Education, and Donation.

Community

Creating work that celebrates Black culture while building meaningful connections with the communities represented in the stories we were telling. Community was an important part of making sure the work felt authentic, relevant, and connected to something bigger than the product.

Education

Creating more visibility, access, and opportunities for the next generation of Black creatives. This included helping people see the different careers available within the industry and using the platform to support learning, mentorship, and creative development.

Donation

Making sure the platform also gave back to the communities and organizations connected to the work. The goal was to create impact beyond the collection by supporting programs, partnerships, and resources that could continue after the product launched. PUMA

More Than Product

For me, We Are Legends represents what happens when product, culture, storytelling, and purpose all come together. The collections still had to be strong commercially, but there was always a deeper reason behind what we were creating and who we were creating it for.

More project work coming soon, including tech packs, mood boards, product development, and full case studies.