FOREVER.BETTER.

MSL

Client: PUMA

PUMA has been leading the charge on sustainability in fashion for decades, and it has racked up awards and topped sustainability rankings to prove it. Amid the recent progress and challenges, MSL noticed something crucial: the climate conversation and PUMA’s progress wasn’t engaging those who matter most - Gen Z, the generation inheriting the planet and the ones with the power to revolutionise it. MSL saw an opportunity. Create more than just another campaign – build an integrated platform where PUMA and Gen Z could tackle sustainability together.

With FOREVER.BETTER., MSL helped PUMA in its journey to become the number one sustainable brand in fashion. Over 12 months, MSL evolved PUMA’s FOREVER.BETTER. platform into a fully-integrated, global brand vehicle, driving purpose, performance, and recognition. Their commitment to creative risk, breaking taboos and authentic storytelling resonated deeply with audiences, enabling them to reach 3.6 billion people worldwide, and they elevated PUMA’s corporate reputation, earning the title of best-ranked company in the Apparel, Footwear & Sporting Goods sector by Time Magazine.