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An integrated communication strategy was developed to position PUMA’s - Cali OG Canvas line in the teenage female market across Mexico, Brazil, Chile, Argentina, and Peru. The campaign aimed to adapt the global message of the line to the cultural and aspirational codes of young Latin American audiences, creating a meaningful connection with this segment. A narrative was proposed that not only reinforced the product identity but also translated directly to in-store experiences, enhancing consumer interaction. The strategy combined analog and digital media, generating organic content for store.