DISTINCT LIFE x PUMA

INSPIRE124C

OVERVIEW

who they are

At the DISTINCT LIFE our mission is to INSPIRE, CHALLENGE, and CELEBRATE culture for the betterment of all humankind. One way that we can do this is by partnering with organizations that help us to realize and fulfill that mission. In 2019, our agency Founder, Rick Williams, had the pleasure of meeting Jason Wilson, founder of The Yunion at an event at Wayne State University. After hearing Mr. Wilson’s story and mission, he knew then that he wanted to partner and find a way to support The Yunions initiatives and programs in the city of Detroit. Another program under The Yunion is the Cave of Adullam Transformational Training Academy. The Cave is a mentoring through martial arts program that aims to teach, train and transform young boys.

WHAT WE DID

Creative Direction
Product Design

Through our DISTINCT LIFE x Puma INSPIRE shoe project, it was decided that some of the proceeds from the sale of the shoes will go toward a cause that we believe in as an agency. Through researching the initiatives of The Yunion and listening to Mr. Wilson’s book, Cry Like a Man, we knew that the seeds in this organization were planted in good soil, and we want to assist and help with watering those seeds as well. One of the quotes that we constantly think on and build on is this, “The most dangerous creation of any society is the man who has nothing to lose.”-James Baldwin. We want to INSPIRE youth to have something to live for not die for. In Detroit, more than 50% of children under the age of 18 live in poverty. Statistics from the Data-Driven Detroit website state that males ages 15 to 24 represent 80% of the deaths in the city. The Yunion’s mission is; To counter negative cultural influences that misdirect the lives of youth by raising awareness and strengthening families through innovative prevention programming, education, parental involvement, mentoring, and counseling.” As an agency, we have some cool projects through significant companies, but it is never only about the shoe or the product but the story behind the project. We want to do our part in the collective movement of moving our communities and youth forward, and the Yunion is an excellent representation of that. For every shoe purchased, 10% of the proceeds will go to The Yunion and their mission.