To launch A$AP Rocky's Man City kit, we coincided the drop with his Manchester show, helping drive the fastest sell-through of a Premier League kit the game had ever seen.
 

To connect with the city credibly, a teaser dropped featuring homegrown talent to hype what was coming. Co-signed by Rocky himself, the Don't Be Dumb Caff quickly blew up socials, becoming Puma's most viewed piece of content on their channel.
 

The result? Word quickly spread about the exclusive event at Black Milk that night, where a limited run of product was available. Hours beforehand, lines snaked down the street, with Puma cementing a connection between the brand, talent and the city like never before.
 

By locals, for locals. Still being talked about today. Don't Be Dumb.