Puma

Legitimate

ROC NATION

To honor 50 years of hip-hop, we partnered with Puma, Legitimate Tech, and Roc Nation on the Mixtape Sneaker Series—three NFC-enabled sneakers celebrating the cassette, CD, and streaming eras. I led creative direction, content strategy, and experiential rollout, including a waterfall campaign of music drops, behind-the-scenes content, roundtables, and a documentary exploring mixtape culture from artists to bootleggers.

Credits

Creative Director:

Taya Simmons

Creative Strategist:

Taya Simmons

Producer:

Taya Simmons

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