When sneakers meet music. When TikTok meets live experiences.
An ambitious campaign between Puma and french rapper RSKO, powered by Sleeq.
THE CONTEXT
Puma partnered with Sleeq to amplify its sneaker launch through a collaboration with RSKO, one of TikTok’s most promising French artists. The idea: merge Puma’s iconic style with the energy of a rising creator, and bring the story to life through TikTok-native content and a unique live concert.
THE BREAKDOWN
The Challenge
The sneaker market is one of the most competitive in the world, where every launch competes for attention. Puma needed to go beyond classic influencer marketing and find a way to turn a sneaker drop into a cultural moment — one that would resonate with Gen Z on their favorite platform: TikTok.
The Strategy
Sleeq identified RSKO as the perfect cultural partner: a TikTok-born artist with a strong community and a fast-rising career. Together, we designed a TikTok-first activation that connected Puma’s launch with music, storytelling, and live performance — making the campaign impossible to ignore.
The Solution
Sleeq produced a 6-part TikTok content series, combining storytelling, sneaker integration, and artist-driven creativity. The campaign culminated in an exclusive live concert at the Consulat Voltaire in Paris, co-hosted by Puma, Warner Music France, and RSKO. The event gathered 150 people IRL (including influencers) and 60,000 live viewers on TikTok, turning the sneaker launch into a true cultural performance.
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WHAT THEY SAY
“This activation proves that TikTok is not just a media channel, it’s where brands can create live cultural moments.”
Head of Marketing, Puma
WHAT THEY SAY
Strategic influence meets branded storytelling
Sleeq handled the full scope of creative, from strategy to execution:
6 TikTok videos produced and distributed in paid campaigns
Behind-the-scenes content showing the preparation of the concert
Exclusive live concert streamed on TikTok from Puma & RSKO’s official accounts
150 attendees IRL, including influencers and press
Coordination with Warner Music France for cultural amplification
THE NUMBERS
Massive cultural reach & real-world conversions
+60K
Live viewers on TikTok
150
People on-site, including influencers
6
Creative TikTok videos produced
+20M
Impressions from paid TikTok campaigns
USER IMPACT
Their audience said it all.
When the collab dropped, the comment section exploded.
Individuals seeking engaging digital experiences.
Available globally.
Diverse age range.
OUR WORK
From iconic brands to viral moments.
Every campaign we craft starts with cultural insight and ends with performance. Rooted in social media and influence, our ideas are built to live where attention lives, and to turn into lasting impact.
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