Idea: Start Hustlin'

Puma asked us to create a pop-up space that could hold a media event for panel discussions, as well as a retail experience for the release of the latest Clyde Wraith shoe.

Puma asked us to create a pop-up space and retail experience for their new Clyde Wraith shoe.


Leaning into Walt “Clyde” Frazier’s swagger on and off court, we set out to create an environment that provided a modern homage to the history of Clyde and his shoe.

After 40 years, what started as the first shoe endorsed by an athlete continues to resonate with generations of style influencers today.


We created a design system relying on a stark achromatic palette, gold accents (for Clyde’s love of gold chains), and vintage imagery that helped highlight the legend and his shoe.


Museum-inspired vignettes showcased rare and exclusive memorabilia, like Clyde’s bodacious suit and an archive of 40 years of limited Clyde sneakers, while participant-created art areas encouraged social sharing.


The demand kept the shop open for three days longer than initially planned, while social feeds were filled with images of people interacting with and reflecting on Clyde and his legacy.

From his bodacious suits to his long extensive archive of Puma Clyde sneakers, the Foot Locker event space covered all things Frazier from past to present. ”

- Roger Krastz, XXL Magazine

Content Design

Social Media

Experience Design

Journey Mapping
Interactive Engagement
Signage & Wayfinding


Site Surveying

Let’s Design Tomorrow

Krista Carroll

+1 646 943 4446

Jeremy Carroll

+1 646 243 4911

Glenn Deering

+1 763 807 0624

David Denham

+1 612 723 8042

Shannon Stauff

+1 651 955 7588

Jason Strong

+1 612 867 9461