The starting point for the development of the PUMA HOUSE movie was PUMA's wish to bolster the presence of its brand in the subcultures of China's music and cultural scene. The style of the mashup animation reflects the look of the Chinese punk scene and the movie itself portrays the vision of a flexible space for inspiration that continually re-invents itself. For the various events and projects, PUMA takes on the roles of initiator, event organizer and curator. The content-driven exchange with artists and musicians provides a fascinating gateway to the target group.