Base Design to Market Puma Fashion Lines

NEW YORK Puma has hired New York branding boutique Base Design to handle advertising and brand development for several upcoming fashion collections, a client representative said.

Base will create campaigns and positioning for Puma’s Black Station brands, including upscale men’s-footwear line Platinum, yoga-wear series Nuala and new active-wear line Mahanuala. Specifically, Base is charged with creating the first visuals for Mahanuala and rebranding and creating ads for Nuala, a line that was co-created with model Christy Turlington. In addition, Base will create ads for Puma’s 96 Hours travel-wear line.

The client rep said the award will not change Puma’s relationship with Gyro Worldwide in Philadelphia, which has handled the company’s global ads for more than eight years. Gyro will continue to create ads for Puma’s sports clothes and shoes.

Previous work by Base includes the redesign of perfume packaging for Yves Saint Laurent Beauty, Surface Hotel’s brand identity and positioning work for Wrangler Europe.

Spending on the project was undisclosed. Puma spent about $4 million on U.S. ads in 2002, according to Nielsen Monitor-Plus.