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Puma Pride
Celebrating Pride In London

Puma’s flagship London store on Carnaby Street shares the neighborhood with the London College of Fashion and is on the Pride Parade route. For Pride Week, Puma asked Avery Dennison to help support them with their first ever in-store customization event.

Puma circulated a design brief to students at LCF and selected 3 winning entries. Avery Dennison reproduced an array of high-definition heat transfers from the students' artwork. The imaginative designs were displayed in the windows of the Puma store, and customers were invited to purchase a shirt and customize it any way they wished using the transfers.

All proceeds went to Football v Homophobia, a non-profit campaign challenging discrimination based on sexual orientation, gender identity and expression at all levels in football. Busy from open to close, the store sold 6 times the normal number of jerseys and saw customers from all over London.

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