Adolescent Launches the New Look of Dassler: the Original Puma Brand

published Oct 4, 2007
Adolescent Launches the New Look of Dassler the Original Puma Brand
To launch the global re-branding of legendary sports fashion company Dassler, adolescent collaborated internationally with teams in Amsterdam and the UK, creating multimedia elements to be used worldwide for print, video, tradeshow, retail, and online.

Rudolf Dassler founded Dassler Schuhfabrik in Germany in 1948.

Dassler evolved into the world-renowned Puma brand sport fashions and now Puma brings their heritage brand Dassler back with a new high-end collection created by the Dutch designer Alexander van Slobbe.

The look for the Dassler Autumn / Winter '07 Rebel / Rebel collection was inspired by original Dassler designs, the revolutionary spirit of early last century, and rebellious attitudes from the 1950s to the 1980s: picture sepia-toned film footage from the early days of sport combined with classic counter culture imagery, from motorcycle gangs to punk rock shows; Dassler is vintage, modern, and timeless.

adolescent's re-branding for Dassler, a company with such a rich heritage and such an epic international reach, centers around the hexagonal shape of the original Dassler logo, reminiscent of the stitched hexagons of a soccer ball, which was altered to look more contemporary, incorporating the silhouette of a sleek leaping puma.

This altered hexagon, timeless and adaptable (it could be an etching or a street-art stencil or an online animation) became the graphic theme across all media throughout the re-branding elements.