The sportswear brand unveiled the lifestyle campaign today, with a new microsite, www.wornmyway.com, and social media activity featuring the hashtag #WornMyWay.
Urban music acts including Professor Green, Jamal Edwards and Mischa B, will appear throughout the campaign. Behind-the-scenes footage has also been uploaded to a new, dedicated YouTube channel (see below).
Consumers will be encouraged to share their images responding to the question, "What does it mean to be yourself?", with the three best responses winning prizes such as limited edition Puma T-shirts.
Puma will also showcase the new brand campaign through experiential activity through sports and music event RugbyRocks, which takes place in London on 1 and 2 June, Edinburgh on 22 June and Yorkshire on 26 May.
The brand will host a 'Worn My Way' marquee featuring live DJs, a pop-up shop, and a photography area for people to capture their images for projection on a giant outdoor screen.
Other brands set to host activity at RugbyRocks include Nando's and Pimms.