&MG Agency followed the 'think global, act local' approach by setting up an ambassadorship with locally relevant trend-leading influencers, varying in size from macro to mid- and micro-influencers. By doing so, PUMA's upper-funnel awareness and engagement goals foster synergy with mid-level influencers and achieve Foot Locker's lower-funnel goals. By strategically splitting the strategy into an upper- and lower-funnel approach, influencers were briefed to create content in formats that either generated awareness and buzz or evoked desire and triggered purchase intention. This resulted in an always-on presence of PUMA and Foot Locker on social channels, with content that achieved its specific objectives. Our aim was to captivate and invigorate audiences within PUMA's dynamic realm through tailor-made content and strategic partnerships with creative minds.