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Special Project

Special Project
From the 13th Annual Shorty Awards

Porsche X PUMA: Two Icons of Fast

Entered in Integrated Campaign


For the last five decades, the Porsche 911 Turbo has been known for its iconic design, speed and uncompromising performance. Despite its exsisting, loyal fanbase, the brand wanted to expand and reach a younger audience. To make the brand relevant to this new audience, Porsche partnered with another iconic German-owned and global sports brand, PUMA. The brands teamed up to honor the sports car in an entirely new way that would build excitement among the target audience.


Together, Porsche and PUMA created a limited-edition collection of shoes celebrating each generation of the 911 Turbo. Iconic design elements from the 911 Turbo, such as period-specific paint colors, rear wings, light bars, interiors and body lines, were all used as inspiration to create shoes as special as the car itself.


The two main objectives for this collaboration:  

Strategy and Execution


More than 40% of Porsche’s target audience appreciates fashion and sees value in maintaining their individual style when deciding on clothes and shoes to purchase. They are the go-to for fashion advice and are always in the know for the latest trends. Knowing this, C-K wanted to tap into their passion for style and ignite it through this partnership in an engaging and meaningful way.



C-K developed a launch plan in a phased approach to garner excitement around the Porsche X PUMA partnership. Throughout each of the phases, C-K collaborated with key media partners, leveraged social media and influencers, to create the unique touchpoints that engages Porsche’s audience. Each touchpoint leveraged a unique aspect of the Porsche X PUMA launch.


Key Features:




Shoe Reveal

Shoe Drop

After Shoe Sellout



The two main objectives for this collaboration:  


The Porsche X PUMA partnership exceeded expectation among targeted audiences.


Video for Porsche X PUMA: Two Icons of Fast

Entrant Company / Organization Name

Cramer-Krasselt, PHD Media, Porsche Cars North America


Entry Credits