GRACE HURLEY Art Direction & Graphic Design
Art Direction & Graphic Design
Client: Puma Hoops
Role: Graphic Designer
Collaborators: Stefan Knecht, Alex Junquera & David Kramer, Designers
Team: Nowadays NYC (team of five)
Client, Digital, Print, Social
To announce Puma's endorsement deals with young basketball athletes, the team at Nowadays designed and developed campaigns to generate hype for Puma and the athletes.

Los Angeles Lakers' player, Kyle Kuzma, signed a five-year endorsement deal with Puma. The Lakers-coloured "Kuzma" hybrid graphic was created to announce the contract. Kyle Kuzma's nickname "Kuz" was merged with the last two letters of Puma's logo, highlighted by the cat affixed atop, and featured on billboards and out-of-home murals in Los Angeles. To celebrate the signing, Kyle Kuzma met with local Lakers fans and handed out T-shirts featuring the same "Kuzma" hybrid graphic at a Puma-branded taco cart along Fairfax Avenue in Los Angeles.

New York Knicks' player, RJ Barrett, signed a multi-year endorsement deal with Puma. To announce the deal a mural, repurposing New York City's iconic "I Heart NY" slogan, was painted on the face of a building on 31st Street, opposite Madison Square Garden, declaring "NY Heart RJ" in Knicks colours. To celebrate the signing, RJ Barrett met with local Knicks fans and handed out T-shirts featuring a similar "RJ Heart NY" graphic at a Puma-branded hot dog cart under the mural in New York City.