Product Design


PUMA is one of the world’s leading sports brands. The brand designs, develops, sells and markets footwear, apparel and accessories. For over 65 years, PUMA has been producing innovative products for the fastest athletes on the planet.

Audio Commentary Jan and Hjalti talking about the El Rey collection (1:02)

karlssonwilker designed three versions of the popular El Rey model, which were sold worldwide. The first version, Waytogo, in which the arrows indicate where to go. The second version, Story Time, for which Hjalti wrote a short story about his grandma that is printed on the left shoe and Jan wrote a short story about space travel printed on the right shoe. The third version is Earthlings, peaceful at the tip of the shoe with the heel full of murder and deceit.