PUMA wanted to make these shoes an instant best seller among the youngest, taking advantage of their casual and colorful design. We took advantage of the occasion to establish a real and organic connection between the brand and its audience. For this purpose, we designed a campaign aimed at generation Z, in which we selected a group of local artists in order they articulated a manifesto about their generation, explaining to the world what this new generation of consumers is driven for. PUMA Future Riders turned out to be a strong video manifesto with clear references to the American teen cinema, in which our protagonists carelessly move around the city with the PUMA Riders. Everything combined with a fresh mood thanks to the colorful 2D illustrations and the attitude of the charcaters: .@moonkey__, .@beapelea, .@divadeva and .@kai.landre. The launch was simultaneous in Spain and Italy, for this reason we replicate the same campaign for the Italian market with a group of equally relevant and influential local talents.