GIVE THEM THE KEYS
[AGENCY]
Nowadays Creative
[CLIENT]
PUMA Hoops
[SERVICES]
Influencer Strategy & Management
UGC Strategy
[YEAR]
2018-2022
[THE TASK]
What does a UGC STRATEGY look like when young CREATORS truly get to shape the brand on their own terms?
[context]
We set out to democratize PUMA Hoops and give young fans the chance to create for a brand they love.
Our UGC creator program was rooted in our strategy, Give Them The Keys. It was all about handing them the tools—disposable cameras, camcorders, and creative freedom—to shape and challenge PUMA on their own terms.
We collaborated with purpose and meaning, giving them early access to sneakers and a platform to showcase their work.
It wasn’t just about content—it was about creating something real with the next generation of creators.
SelectED THE RIGHT Creators
I handpicked grassroots creators with small followings (important) but big storytelling potential.
Each one felt like a natural fit for PUMA Hoops—not just as influencers, but as real voices in culture.
I also managed the relationships from start to finish, making sure everything felt smooth, organic, and true to both the brand and the creators.
GAVE Creators Real Creative Control
I let creators tell their own stories, making content feel more real. My briefs provided structure but left room for personal interpretation.
Their content brought shoe drops to life, connecting the design and its story to their own experiences.
This approach made every launch culturally relevant, with storytelling that felt true to the creators and their communities.
developed COMMS STRATEGY AND TACTICAL BRIEFS
I led the digital rollout for PUMA Hoops, making sure creator content got the visibility it deserved across social, digital, PR, and global PUMA channels.
I mapped out the strategy—what platforms to use, which formats worked best, and how to bring it all together to tell our campaign story.
I briefed the creative team to use these assets in fresh, engaging ways.
EVOLVEd the creator program
Data shaped our strategy, but real impact came from watching emerging creators grow and thrive.
Beyond disposable cameras and camcorders, I pushed the team to keep finding new ways to elevate creators—whether through a zine, exclusive access to the brand and athletes, or other big moments.
[why it worked]
We handed creative control to the talent. Instead of influencers being just amplifiers for PUMA Hoops, they became the storytellers.
This level of creative freedom ensured authenticity, making the campaign feel less like a marketing push and more like a movement.
This campaign repositioned PUMA Hoops as more than just a sportswear brand, it became a cultural player in basketball.
1.2M
@PUMAHOOPS ORGANIC IMPRESSIONS
1
ZINE PUBLICATION
150+
CREATORS MANAGED
1
SHORTY AWARD - FINALIST IN UGC
[SUPPORTING TEAM]
Stefan Knecht (Creative Director)
Kristen Selasky (Account Director)
David Kramer (Designer)
Alex Junquera (Designer)
Ali Lee (Designer)
Eric Collins (Partner)