Localising the PF brand
PF is a well-established US brand that is founded on Detroit values of authenticity. In order to make it relevant for the SA market, the expression of the positioning was localised and a communication campaign developed using local, authentic influencers as the voice of the brand.

Online influencer campaign
The story started with a shoot on the streets of Maboneng, and evolved into individual influencer stories. Each unique story spoke to the values of the individuals and the brand.

Retail packaging design
In pursuit of creating distinctiveness in the retail environment, a series of wallpapers, point of sale and packaging elements were created. Additional shoe tags and sole badges were created for limited editions.