Rafael Nespereira Herrero, Art Director Sportstyle at PUMA Group, on creativity, collaboration and the pulse of the times

From Berlin to Herzogenaurach – and to the world: Rafael Nespereira Herrero is one of the creative minds shaping PUMA’s global Sportstyle identity. The Spanish-born Art Director blends trend research, storytelling and art direction, bringing to life how sport and style merge in today’s culture.

For the past eight years – across countless campaigns and with unmistakable energy – Rafael has helped define the visual and narrative language of PUMA Sportstyle. In his global role, he develops seasonal campaigns for both the commercial and premium segments, with a clear mission: translating brand culture, product and emotion into powerful visual experiences.

Before joining PUMA in 2016, Rafael spent four years as an in-house Trend Forecaster at Zalando in Berlin. He previously studied at Polimoda in Florence, where he honed his expertise in trend research, brand aesthetics and cultural movements – developing a strong instinct for zeitgeist and style that continues to shape his creative approach today.

Whether it’s creative strategy, trend forecasting or storytelling, Rafael moves effortlessly between analysis and intuition. Most recently, he directed several global campaigns with K-pop superstar Rosé, produced under the direction of William Arcand and featuring striking set design by Mario Serrano. “We literally crashed it!” Rafael says with a laugh – and you can tell he means it.

With a sharp eye for aesthetics, timing and cultural relevance, he continues to define what modern Sportstyle communication looks like today – and where it’s heading next.

You lead creative direction for PUMA Sportstyle on a global scale. How do you describe what you do – and what’s the part that keeps you excited every day? RN: I can only describe it as the best job in the industry. I travel the world, I work with amazing creatives, and I’m part of an engine that delivers work capable of influencing or inspiring people on a massive scale. What else can you ask for, right?

What does “Sportstyle” mean to you – and how do you balance lifestyle, fashion and performance in your work? RN: I’ve worked for PUMA Sportstyle for eight years now – from product to art direction – so I can say it’s become part of me. Sportstyle is all about balancing a vast and rich archive with the energy of what’s coming next. Every campaign needs to hold that balance. Depending on the product or assets – sneakers, apparel, collaborations – the creative outcome changes, but those principles are always there.

RN: Honestly, she’s amazing, so it was quite easy. She was involved in the creative process from the very beginning and very open to our ideas. Of course, she has her own point of view, which we always listen to, but she’s also a perfect fit for the brand in terms of vibe, look and feel. The chemistry is really visible from both sides.

You’ve also worked with other top-tier talents like Dua Lipa – what, for you, makes a truly great creative collaboration? RN: That’s a great question and also a difficult one. For me, the most important thing is listening – to the talent and their teams. What are they looking for? How do they want to position themselves? What do they like? Once that’s clear, it becomes an exchange of ideas until both sides click. Everyone is aiming for the best possible outcome, so it’s always a team effort.

Trend research, creative strategy, storytelling – which of these drives relevance the most in your eyes? RN: I’d say all of them. You need to understand what’s new, position it properly for the right audience, and tell a story that grabs attention in an impactful way. Sometimes trend research leads to an unexpected discovery that becomes the story itself. Other times, the story already exists. Especially today, with social media, storytelling is absolutely key.

How much intuition goes into your work – and how much analysis? RN: My process usually starts with intuition, based on visual research. I receive the briefing and objectives, and images from my mental and visual database help me connect the dots. Once I have that foundation, I move into more targeted research and analysis to support and refine the proposal.

Was there a particular moment when you thought: “This is why I love what I do”? RN: Honestly, every time I work on a project – no matter how big or small. As I said, I have the best job in the industry, so I really can’t complain. On a more personal level, PUMA has given me the opportunity to work with people and brands I truly admire, and for that I’m very grateful.

And finally: What’s inspiring you right now – visually, musically or culturally? RN: Nice one! I’m really into contemporary art, and Berlin is an amazing city for that. There’s a Mark Leckey exhibition, “ENTER THRU MEDIEVAL WOUNDS”, which is fantastic. I also loved the Helga Paris exhibition at Fotografiska, showing work that inspired Miuccia Prada for the last Miu Miu runway.

Music-wise, I’m a big fan of Panorama Bar – that’s definitely my vibe. I listen to a lot of late-80s garage house, and lately I’ve been obsessed with the band Decius. I’m also really looking forward to going back to Horst and Dekmantl festivals. Many thanks for the questions – it was a pleasure!

Attached you will find a glimpse into his portfolio. More work can be seen at rafaelnespereira.squarespace.com.