FUTROGRADE

One show across two realities

I developed the overarching concept and creative direction for FUTROGRADE, shaping the show's narrative, environments, content, choreography, and physical-to-digital experience. Fashion direction and styling were led by June Ambrose.

The project marked PUMA's return to New York Fashion Week and presented its past, present, and future through a three-part runway experience spanning sport, fashion, music, and culture.

A parallel world without physical limits

The runway was rebuilt as an interactive digital show inside Black Station, PUMA's first metaverse experience. Visitors moved through an abstract point-cloud environment, encountered the collection up close, and accessed digital-first footwear connected to redeemable physical products.

Creative direction connected runway, performance, content, and digital world-building within one unified fashion experience.— PUMA FUTROGRADE

Concept Development

The creative direction framed FUTROGRADE as a journey through PUMA's past, present, and future—built across runway, performance, content, and digital experience.

I developed the overarching concept and creative direction for FUTROGRADE, shaping the show's narrative, environments, content, choreography, and physical-to-digital experience. Fashion direction and styling were led by June Ambrose.

The project marked PUMA's return to New York Fashion Week and presented its past, present, and future through a three-part runway experience spanning sport, fashion, music, and culture.

The runway was rebuilt as an interactive digital show inside Black Station, PUMA's first metaverse experience. Visitors moved through an abstract point-cloud environment, encountered the collection up close, and accessed digital-first footwear connected to redeemable physical products.