PUMA RS-X

Revolutionaries Don’t Follow TikTok Campaign


Puma wanted to get Gen Z’s attention with the launch of their new RS-X sneaker. Our brief was to create hype around this iconic pair by using creators from France, Italy and the UK.

Response - Nowadays everyone is begging for attention online.
So we created a narrative that asked people not to follow… but take the lead!

REVOLUTIONARIES DON’T FOLLOW - the provocative campaign that centered around a bold activation: our Creators set their profiles to private, preventing people to follow them. 

The campaign launched with localized TopViews in all three markets, which was followed by an exclusive launch event coverage and a series of self-shot documentaries of their own journey on becoming Revolutionaries.