Street dance and freestyling has normally been owned by Adidas, but now their competitor Puma is making a play to own the trendy language of dance by turning it literally into its very own ‘body’ language. Puma, the urban sportswear company,  has created the Puma Dance Dictionary which allows the public to send personalised messages through the medium of dance on social media.

Puma Dance Dictionary_03

Top Los Angeles choreographer Super Dave worked with 25 of the world’s greatest ‘freestylers’ including King Charles, Pacman and Storyboard P to create Puma’s language of dance, weirdly to promote the launch of the new Puma Sync fragrances. In Puma’s own words, “Going back to the times before there were words, texts, tweets, we had body language” rings true as the Puma Dance Dictionary takes consumers into a whole new world of visual language. Dad dancers – this could spell trouble for you, but there is a step-by-step guide to each move, so you could be locking and popping very soon!

Puma Dance Dictionary_01

Puma Dance Dictionary_02

Puma Dance Dictionary_04

Puma Dance Dictionary_05

Puma Dance Dictionary_06

Puma Dance Dictionary_07

Puma Dance Dictionary_08

Puma Dance Dictionary_09

Puma Dance Dictionary_10

Puma Dance Dictionary_11

Puma Dance Dictionary_12

Puma Dance Dictionary_19

Puma Dance Dictionary_20

Puma Dance Dictionary_21

Puma Dance Dictionary_22

Puma Dance Dictionary_23

Puma Dance Dictionary_24

Puma Dance Dictionary_25

Puma Dance Dictionary_26

Puma Dance Dictionary_27

Puma Dance Dictionary_28

Puma Dance Dictionary_29

Puma Dance Dictionary_30

Puma Dance Dictionary_31

Puma Dance Dictionary_32

Puma Dance Dictionary_33

Puma Dance Dictionary_34

Puma Dance Dictionary_35

Puma Dance Dictionary_36

Puma Dance Dictionary_37