PUMA / Who’s Who
For decades, PUMA has established itself as a global force in the sportswear industry. While PUMA is one of the leading athletics brands among the likes of Nike, Adidas, and New Balance, it’s rarely the first name that comes to mind – or maybe even the second.
PUMA is the underdog of the big dogs.
To remind the people who exactly PUMA is and why they should care, PUMA joined forces with Newco Studio Practice, helmed by NYC streetwear legend Rob Cristafaro, to create “Who’s Who?: New York Local Edition” – an art book that’s been finely curated to highlight the cultural players of New York City.
Under the creative direction of Rob Cristafaro at Newco Studio Practice, I took on dual roles as both copywriter and copyeditor for “Who’s Who: New York Local Edition.” I was responsible for organizing, rewriting, editing, and maintaining a consistent tone throughout the biographies of influential street culture figures.
The book highlights numerous icons of streetwear, art, music, and fashion.
To set it apart from typical art books, “Who’s Who" is encased in a taxicab yellow shoebox. The book contains 75 profiles to commemorate the 75th anniversary of PUMA as an institution. It includes profiles on artist KidSuper, vintage streetwear boutique LAAMS, to restauranteur Zac Bahaj.
