• Puma, the sports brand, has launched a new sneaker, RS 9.8 Sci Fi. The brand has worked in collaboration with comic book artist Appupen, who has also worked in advertising, to create a character and 10-page book, The Legend of RS 9.8, based on the sneaker. He says, “They approached me with the idea of creating a character and a story. This is what I do in a way; build a world around a concept. So, here is a brand and an idea of this product and we have to build a world around it. We have to show a story to get the crowd to connect beyond a certain level with the product.”