CLIENT
Schwarzwald Tourismus GmbH
Freiburg
schwarzwald-tourismus.info
DESIGN
Saint Elmo's Tourism GmbH
Munich
saint-elmos.com
and
Sneaker-Force Sport 2000
Munich
sport2000.de
Having enjoyed a stellar run and achieved widespread social acceptance in recent years, trainers have now become an essential item. This success has encouraged manufacturers to tirelessly innovate in order to deliver more desirable models to the masses. This includes collaborating with athletes, graffiti artists and fashion labels. PUMA's collaboration with Schwarzwald Tourismus GmbH, however, is a relatively recent development. The result of this collaboration is a limited-edition collection inspired by the natural beauty and cultural icons of the Black Forest, such as green forests, cuckoo clocks, Bollen hats and Black Forest gateau. The idea is to create new target groups for tourism marketing while also generating a popular lifestyle product for the manufacturer, to be sold exclusively in trendy stores worldwide.
JURY STATEMENT
To attract new target audiences and become a top destination, modern tourism marketing needs innovative approaches. This themed trainer is an exciting example of such an approach – a win-win idea whose basic principle can be expanded in many ways.