PUMA x BMW Motorsport: Codea Takes Racing Heritage to the Street

Nov. 04, 2026

Codea, the creative company working out of Barcelona and London, has revealed its work on the PUMA x BMW Motorsport campaign. Responsible for both creative direction and production, the agency set out to take one of motorsport's most recognisable identities and give it a visual language that feels just as at home on the street as it does on the circuit.

• WHERE THE TRACK MEETS THE STREET

Codea started from the colours and forms that BMW Motorsport fans know instantly, then built an entire world around them. The result sits deliberately between two cultures: the speed and precision of racing on one side, the attitude of streetwear on the other. Contrasting lighting and styling keep the imagery grounded in street culture, while the motorsport codes remain front and centre throughout.

• TYPE WITH A RACING PEDIGREE

Typography is one of the campaign's defining elements. The agency looked to the graphic language of the pit lane — race-car decals, sponsor stickers and the lettering found on team uniforms — and translated it into rough, kinetic display faces with a subtle vintage character. These expressive letterforms are set against clean grotesk sans-serifs, a pairing that balances raw energy with clarity and gives the campaign its distinctive rhythm.

Codea said:

“BMW Motorsport has spent decades building one of the most recognisable visual identities in racing. We thought we'd take those colours and shapes and build a whole world out of them — bringing that racing heritage into a more fashion-led setting, with light and styling that take cues from the track but stay rooted in streetwear.”