Puma Lite.
The rules of gravity do not apply.
The rules of gravity do not apply.
This is one of the pitch ideas we mocked up for Puma which helped secure us a place on their roster for 2013. The idea that the shoes are so light, the normal rules of gravity do not apply to them was inspired by the work of Chinese artist Li Wei.
Instore the idea becomes more graphic featuring the shoes themselves.
Invisible handles for bags.