This project was developed during an intensive one-week design competition in collaboration with PUMA at Savannah College of Art and Design (SCAD), exploring nostalgia and vintage culture as key drivers shaping contemporary sneaker design for a new generation. The concept was informed by primary research conducted across vintage and thrift stores in Savannah, where we collected over 30 interviews and video testimonials capturing personal perspectives on thrifting, second-hand consumption, and the emotional value of owning pre-loved items. These insights shaped a design narrative rooted in memory, authenticity, and cultural continuity.

The project encompassed the complete creative and strategic process, including sneaker design, marketing strategy, advertising concepts, digital mockups, and packaging development. By translating consumer insights into a cohesive brand experience, the proposal reimagines the sneaker as both a cultural artifact and a strategic branding tool, bridging archival aesthetics with contemporary innovation. The project was internationally recognized with an IDA Award in the Sneaker Design category, earning a place at the IDA Awards ceremony in Thailand and highlighting the power of fast-paced, research-driven design to create globally resonant brand experiences.