Inside Tag x PUMA
Merging innovation with history
Inside Tag is a fashion archivist devoted to unearthing rare and technically innovative pieces, meticulously sourced from around the world for those with a truly discerning eye.
In collaboration with PUMA, Inside Tag reimagined the PUMA Mostro UR, producing two exclusive versions under the ‘Communication Pack’. They took over END. London for a series of workshops and a launch event, culminating in an exclusive release through select retailers across the US and Europe.
After creating Inside Tag’s new brand identity, we collaborated with them and PUMA to design the promotional and event materials for this iconic trainer revival.
Scope
Logo design
Brand identity
Motion design
Art direction
Event design
PUMA Mostro UR
After months of discussions between Inside Tag and PUMA, they unveiled this reimagined and enhanced version of the 1999 bestseller. Named after the Italian word for “monster,” the shoe draws inspiration from two classic sports designs: a 1968 sprinting spike and an ’80s surfing shoe. Its distinctive aesthetic went on to shape the entire graphic system.
Screen-printed sole invites (as used within the Mostro UR Inside Tag editions), seeder cards, social posts and digital invites all formed a part of the pre-launch promotion.
The event took place at END. Clothing in Soho, giving us the opportunity to design window vinyls and animated display graphics. Integrating the footprint of the Mostro UR alongside a developed Inside Tag logo pattern.
Inside Tag identity
Drawing inspiration from early 2000s “blobjects” — like the Apple iMac G3, the New Volkswagen Beetle, and the Sony Ericsson Walkman phone — Inside Tag embraces this aesthetic to craft an identity that feels fluid, dynamic, and alive.
The identity needed to be confident yet irreverent in its execution, solidifying the icon and visuals into a distinctive brand language. In parallel, the motion design served as a catalyst, injecting energy and flow by referencing early 2000s elements like rotating logos and morphing typography.
Working with a team to understand and quickly build the Inside Tag identity alongside the PUMA Mostro event graphics, has been nothing but a pleasure - its not often people know what you are thinking, before you do yourself! - looking forward to more future collaborations.
