ONE SMALL SEED MAGAZINE Issue #26 Digital 01 | Page 21

What was the link with PUMA?
The first time that PUMA contacted us we went crazy because they
are one of the giants of the sportswear industry. We were delighted.
We had always wanted BWGH to be something very colourful and
powerful. I feel that in the first brief we had with PUMA, the leitmotif was
joy and good humour. Joy related to Africa, of course, because as
soon as we thought PUMA, we thought Usain Bolt, of the African tie-dye
team jerseys, a colourful aesthetic that transpires real joy. We tried Ѽ)