From Berlin to Herzogenaurach – and to the world: Rafael Nespereira Herrero is one of the creative minds shaping PUMA’s global Sportstyle identity. The Spanish-born Art Director blends trend research, storytelling and art direction, bringing to life how sport and style merge in today’s culture.

For the past eight years – across countless campaigns and with unmistakable energy – Rafael has helped define the visual and narrative language of PUMA Sportstyle. In his global role, he develops seasonal campaigns for both the commercial and premium segments, with a clear mission: translating brand culture, product and emotion into powerful visual experiences.

Before joining PUMA in 2016, Rafael spent four years as an in-house Trend Forecaster at Zalando in Berlin. He previously studied at Polimoda in Florence, where he honed his expertise in trend research, brand aesthetics and cultural movements – developing a strong instinct for zeitgeist and style that continues to shape his creative... more