puma | speedcat x gift with purchase

Marking 25 years of speed and style, the Speedcat has transcended from F1 heritage to streetwear icon. For its 25th anniversary, Puma wanted to elevate the customer experience with a Gift With Purchase (GWP) that wasn’t just a giveaway—but an extension of the legacy. This ask expanded beyond adding value - it was about curating a collectible experience—a set of exclusive items that customers would want to own, share, and celebrate, making the moment as iconic as the shoe itself.

Celebrating a legacy of style and speed, the iconic Speedcat shoe has carved its path from F1 essentials to streetwear icons. As it marks its milestone 25th year, the Speedcat was set to make a statement with its rich history, bold design, and cultural impact.

For the gift with purchase, we envisioned items that bridge the brand’s story and Speedcat’s legacy. These were designed to go beyond mere accessories, providing customers with a meaningful piece of Puma’s heritage.

Starting with the Story Bag, we visualized it to be a display of milestones and the evolution of the shoe across the years. The design style and art direction for this is collage style and it will feature the most iconic moments, the legends who’ve sported it, and an homage to Speedcat’s 25th year anniversary. This bag was designed to be a treasured keepsake. This custom Speedcat bag design reflects its motorsport legacy: tire marks, race track colors, and checkered flags capture the thrill of the race. Puma's first office sketch honors the brand’s roots, while the speedometer, racer graphic, and F1 elements bring energy and movement, celebrating Speedcat’s 25 years of speed and style.

Next, to add to the GWP ensemble, we envisioned a series of customized metallic shoe pins including a range, from 1999 to highlight the year of inception, the Puma Cat, ‘25,’ as an homage of this purchase being in the 25th year of the Speedcat, to F1-inspired symbols, offering a touch of customization and empowering customers to celebrate Speedcat on their terms.

Lastly, we've introduced a selection of Speedcat keychains, some designed to reflect localized elements, capturing the connection between the shoes and the thrill of speed. Others feature iconic elements of the racetrack, tying the collection to its motorsport heritage.

The result? A highly collectible, shareable, and deeply personal experience that didn’t just celebrate 25 years of Speedcat—but made every customer a part of its journey.