GoSee CREATIVES TO WATCH: Luke Li, Creative Director & Global Brand Building for PUMA, IKEA, LEGO with interview and campaigns for PUMA SPEEDCAT x DUA LIPA & ROSÉ on GoSee.
CREDITS / DETAILS / VIDEO EMBED LINK
CREDITS / DETAILS / VIDEO EMBED LINK
CREDITS / DETAILS / VIDEO EMBED LINK
CREDITS / DETAILS / VIDEO EMBED LINK
Luke Li is a creative force with over 15 years of experience in the creative industry. He has made a name for himself as a dynamic Creative Director and visionary leader. Throughout his career, he has collaborated with global icons like PUMA, IKEA, and LEGO, as well as top creative agencies in the USA. His expertise spans digital innovation, brand building, product launches, and integrated marketing on a global scale.
After relocating from New York to Europe in 2015, he worked as an Art Director at Philipp und Keuntje, then moved to Denmark, where he spent two years executing LEGO campaigns. His journey took him further north to Malmö, Sweden, where he worked as Creative Lead / Art Director at IKEA Creative Hub, implementing creative campaigns. Eventually, he joined PUMA as Associate Creative Director, where he spearheaded global creative strategies for the Sportsstyle and Motorsport divisions. He led teams of global Art Directors, Copywriters, and external agencies to execute innovative campaigns. His work elevated the brand identity of PUMA and Formula 1, including collaborations with Aston Martin and the introduction of Ferrari’s Charles Leclerc as a new ambassador.
In the interview, he provides fascinating insights into his work, explaining how he develops creative visions for global campaigns that emphasize the female gaze and the diversity of the brand. He worked with Dua Lipa and K-pop sensation Rosé from BLACKPINK. "I never get enough of Speedcat campaigns! If Dua’s was a wild ride, Rosé’s is the epitome of an iconic road trip vibe."
GoSee : We’ve just seen the amazing PUMA x Juun.J Speedcat campaign. Can you share more details about this project and your role in it?
Luke: My role in this collaboration was to set the vision for a small, straightforward project centered on two leather SPEEDCAT shoes. Keith provided a clear, experimental brief for the agency Sofmedia, and my input focused on establishing a playful tone with black to complement the shoes’ silhouette. I emphasized incorporating JUUN J’s design style, motorsport elements, and black motorcycles for a cohesive look. We collaborated with SofMedia, a trusted agency we’ve worked with before, relying on their strong creative capabilities. It was a rewarding partnership, and we’re proud of the final outcome.
Can you walk us through a typical day in your role as Creative Director at PUMA? What are some of your key responsibilities?
My typical day at PUMA involves ensuring smooth creative processes, aligning with the team through internal meetings, and checking in with project managers to track progress and address any needs. I spend significant time collaborating with stakeholders, sharing updates, and gathering information to keep projects on track. Given the global nature of our work, my afternoons are often busier as other regions come online. Ultimately, my focus is on supporting the team, fostering creativity, and building strong relationships across teams and with designers, driven by my curiosity and passion for collaboration.
What’s the most exciting part of working with a global brand like PUMA, and how do you stay motivated in such a fast-paced environment?
Staying motivated for me starts with staying curious—exploring what competitors, other brands, and the creative world are doing, especially in the racing category and beyond. Working at PUMA, a large company with diverse areas like shoe and apparel design, offers endless opportunities to learn and collaborate with different teams. I feel fortunate to work across sports style and motorsports categories, which keep me engaged, inspired, and constantly challenged. This variety is what makes the job exciting and fulfilling every day.
Could you tell us more about your approach to developing global creative strategies for the Sportstyle and Motorsports divisions at PUMA?
Sportswear and motorsport cater to very different audiences, so understanding the target audience is key. I spend time researching—scrolling through Instagram, social media, and news—to align with their mindset and the product’s original design inspiration. My role is to bridge the gap between strong product foundations and aspirational visuals. Once the vision is set, we find the best talent to bring it to life, ensuring an efficient and impactful way to tell the story through thoughtful design and visuals.
You’ve been heavily involved in the Speedcat campaign with Dua Lipa and the incredible Rosé. What was the creative process behind these collaborations, and how did you bring these concepts to life?
The Speedcat shoe is one of PUMA's key products for 2024, and creating a strong impact requires close collaboration between our sportstyle marketing teams. To set the tone for this iconic shoe, we chose Dua Lipa and Rosé from BLACKPINK as ambassadors. Their global influence and distinct personalities make them perfect for reaching diverse audiences.
Given the shoe’s motorsport-inspired background, we decided on a road trip theme to tie the campaign together, incorporating elements like cars and wild environments. This narrative will be supported by activations in Las Vegas and other key locations. The contrasting styles of the ambassadors—one more wild, the other more classic—help represent the versatility of the Speedcat. I’m proud to be part of this impactful project, collaborating with an incredible team to bring this campaign to life.
What role do you play in mentoring and leading teams of art directors, copywriters, and external agencies? Could you share any challenges or success stories from your experience?
A fun part of my job is collaborating with amazing talents, both internally and externally. My key leadership principle is to set the vision while giving creatives the space to explore and play. This approach helps uncover strengths, build relationships, and foster growth. I see myself as an aspirational leader rather than a directive one, though a challenge arises when working with people who need clear instructions. I’ve learned the importance of understanding individual styles and adapting to them. Ultimately, talent has the power to elevate a vision beyond expectations, and that’s where the magic happens.
With your extensive background in digital strategy and brand awareness, how do you integrate these elements to create campaigns that resonate with today’s audience?
My diverse background has helped me become a better marketing creative. I’ve worked across various areas, from traditional 360 agencies to digital design, social media, retail, and global marketing, including creating brand identities and design systems. This experience allows me to understand the needs of different stakeholders, adapt to new technologies, and connect with audiences in unique ways. It’s this versatility that helps me craft tailored solutions for today’s ever-evolving audience.
How did your previous roles at IKEA and LEGO prepare you for the challenges you face at PUMA? What key insights have you brought with you from those experiences?
Working at LEGO was my first experience on the client side, where I gained valuable insights into how global organizations operate and collaborate across markets and teams. This global perspective helped me later in my career, especially in connecting products with impactful stories. At IKEA, I further honed my skills through collaborations with Virgil Abloh and pop culture designers, gaining a deeper understanding of youth culture and its influence. Working closely with PR teams, launch events, and design collections taught me how to create impactful campaigns. These experiences have shaped my ability to see the bigger picture and apply effective principles across different brands.
PUMA has a strong connection to the motorsport world. How do you approach creative direction in this space, and how do you balance the high-performance aspect of the brand with its fashion-forward identity?
This project was particularly amusing since I don’t even have a driver’s license, but I immersed myself in the motorsport world to understand the culture, collaborations, and what resonates with younger audiences. I focused on grasping the design philosophy and product insights, which were backed by thorough research and a well-defined audience. My role was to translate this vision into marketing, showcasing the product’s speed, forward-thinking style, and unique identity for each partner. Exploring creative possibilities and representing motorsport teams effectively made the process both challenging and enjoyable.
Looking ahead, what future trends do you see influencing the world of brand marketing and creative direction? How is PUMA positioning itself to stay ahead of the curve?
The world is constantly evolving with new technologies, media, and storytelling methods, but the key is for brands to truly understand their audience—what they value, feel, and find relevant. It’s not just about pushing stories but creating meaningful connections. Staying ahead requires leveraging the power of influence through collaborations with ambassadors and designers, ensuring we remain at the forefront of trends. This approach is one of our simple formulas for success.
Some of his works are featured here on GoSee, and you can find more on lukeiscrazyman. You can meet Luke Li in person at UPDATE 25 in Berlin.
CREDITS
Director Harley Weir
DOP Julian Kapadia
Production Portfolio One
Creative Director Luke Li
TALENT Dua Lipa
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