The production company FALCA was responsible for the execution of the current PUMA Inhale campaign for PUMA Sportsstyle. The campaign puts the iconic PUMA Inhale sneaker centre stage, combining the brand’s performance-driven sportswear DNA with a contemporary and visually powerful aesthetic. Built around a crew-focused approach, the campaign feels self-styled, close to the community and driven by spontaneous energy – from daylight moments to late-night scenes.
Originally launched in 2000 as a performance running shoe, the PUMA Inhale quickly evolved into an iconic fashion sneaker thanks to its bold silhouette. Inspired by performance-enhancing breathing techniques, the distinctive upper and dynamic design elements continue to define its unmistakable look today. Through the collaboration with A$AP Rocky, the Inhale is elevated into a true statement piece within today’s Sportsstyle landscape.
On the client side, the project was overseen by an interdisciplinary PUMA team including Jonas Fahrenkrog (Senior Content Producer), Emily Tomlinson (Art Director Sportstyle), James Drew (Manager Marketing Strategy) and Nahel Hosni as Junior Content Creator.
The production in Serbia was led on behalf of FALCA by Jack Daniel-Dempsey as Executive Producer and Niall Gallagher as Production Manager. The result is a precisely executed campaign that positions the PUMA Inhale as a defining element of contemporary Sportsstyle aesthetics, highlighting the close collaboration between brand, creative team and production.
TEAM
Senior Content Producer at Puma: Jonas Fahrenkrog
Art Director Sportstyle at Puma: Emily Tomlinson
Manager Marketing Strategy at Puma: James Drew
Junior Content Creator: Nahel Hosni
Director and Photographer: Ursa Premek
DOP: Milos Jacimovic
Photographer Assistant: Anže Vrabul
Makeup Artist: Marija Stosic
Makeip Assistant: Milica Djordjevic
Stylist: Ana Mickovic
Stylist Assistant: Natasa Rafajlovic
Hair Artist: Zvezdana Svetozarevic
Executive Producer: Jack Daniel-Dempsey
Production Manager: Niall Gallagher
