Violeta Arango         

producer / ethnographic researcher






Client: PUMA UK

Project: Super Team

Agency: GENERATION.works

Sypnosis: To uncover the contemporary meaning of Terrace fashion culture among veteran casuals and younger demographics

Role: Lead Researcher
My involvement:

  • Methodolgy
  • Discussion Guide
  • Interview modetarion
  • Qualitative analysis
  • Interim insights write-up
  • Activation proposal


Challenge

The history of Football casuals and
Terrace culture, that sometimes become synonymous with the fashion term ‘Terrace’ is well documented, however, PUMA were interested in knowing what does this mean today. We digged into the  relevance of casuals culture for the existing PUMA product range and younger demographics whilst minding both, veteran casuals and modern enthusiasts.

Insight

We involved cultural mavens within casual culture as well as avid PUMA collectors, sports enthusiasts and fashion focus consumers across the U.K in our project to uncover PUMA’s positioning within this realm and align them with their diverse audiences. Our research demonstrated that while there are contradictory motivations and consumer habits among the younger and older generations, both these age groups share the core values of Terrace culture: authenticity, community and inclusivity.
Output

The insights we encountered helped to inform PUMA’s strategy and ideation for their 2023 Terrace campaigns. As a result of this research, we produced a campaign and activation relevant to the history of casuals fashion. The Super Team trainers campaign involved SE Dons, a local football club in South East London and the activation for the launch happened in a pub where we , a traditional spot the heart of the community: a place where people from all generations can come together, often to watch important games and support their local team. We celebrated the Super Team, at a boozer with a traditional aesthetic and enough space to hold apanel talk moderated by Danny Lomas who was joined by Neal Heard, Felicia Pennat, Don Strapzy and Flo Lloyd-Hughes.