Puma Suede has been around for decades, crossing generations, trends and evolving cultures, and it is not going anywhere any time soon. The brand’s latest campaign captures the essence of the icon as a touchstone of community and self-expression. Behind the campaign are three creative voices who collaborated to bring this vision to life, combining their individual perspectives into a shared identity. Imruh Asha styled the looks, Maxime Ballesteros brought his narrative approach to the photographs, and Natas headed up the film.
As a group of friends explore a new city, they create new memories and strengthen their bond. As they play Dance Dance Revolution, ride motorbikes in the arcade and look down at the city from above, their friendship inspires a sense of belonging and comfort as they face the world. The Suede is more than a trainer: it’s presented here as a symbol of cultural endurance, anchoring the familiar in an ever-changing society.
Despite having been around for so long, its relevance remains intact. The Puma Suede is timeless, able to insert itself into every chapter without changing itself. From its debut at the 1968 Olympic Games in Mexico City, when Tommie Smith stood on the podium with the Suede in hand, to its integration into New York City B-boy crews and skateboarding culture, there is no slowing down.
The new release initially arrives in three colourways: black, bright orange and coffee brown, with more to come as the year unfolds. Puma will also partner with Daniëlle Cathari, Nahmias and others to bring their own personalities to the style, alongside new iterations in materials and design later on.
