The company's brand manager, Al Boglio (a former sponsored skateboarder from Australia), has described Puig in the following manner: "Lucas has been with us since ... yeah, for eleven years now.
[9] In 2008, Puig was featured simultaneously performing skateboarding and soccer tricks in a commercial for his signature shoe model that was released in spring 2009.
[10] Puig filmed a promotional video for the release of his first signature shoe model with the adidas brand that documented both him and his skateboard crew undertaking a road trip throughout parts of Europe.
Lucas Puig, who is without a doubt the greatest skater of the Trilogy [skateboarding video] mold working today.
[4] Puig has also filmed, edited and uploaded video segments that he has produced specifically for the brand, including a four-minute solo part.
[11] The company has a Vimeo channel, but, as of January 2013, only one video, "Timi Mc Meel for Helas Caps", has been uploaded.
[19][20] Puig had previously expressed his dislike for skateboarding games, claiming that he would "never want to be a part of the Tony Hawk universe", but was persuaded by the experience of playing the first installment in the EA Skate franchise.