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The ongoing campaign series celebrates the brand’s decades-old history and its beloved offering of timeless footwear. Puma set out to explore the concept of “classic” through content and products created by “The Collective”—a group of influencers who’ve made their marks in the realms of fashion, sports, and art.
Upscale Vandal, a.k.a. Mike Camargo, is the latest Collective member to be showcased in the eight-month long campaign. He spoke about the idea of “classic” as well as Puma’s cultural impact in a video directed by Nadia Hallgren.
“Ideas, designs, they can be timeless when they are tied to the right narrative, when it represents something,” said UV, who previously worked with Puma on the Hometown Heroes collection. “You know, it’s when it’s a movement … I don’t think that you could become iconic if you weren’t part of cultural shifts like Puma has been.”
Jay-Z and Roc Nation’s Emory Jones serve as co-executive producers of The Collective. Other members include Puma Creative Director June Ambrose; Harlem fashion innovator Dapper Dan; director/videographer Hype Williams’ NBA Hall-of-Famer and Puma ambassador Walt Clyde Frazier; RHUDE founder/designer Rhuigi Villaseñor; and acclaimed music industry vet Lenny Santiago, who is also the campaign’s visual director.
“This year we will be highlighting Puma’s legacy as a classic sneaker brand by asking a select group of iconic cultural leaders the essential question: What is a Classic?” said Adam Petrick, Puma’s Chief Brand Officer. “Our ‘For All Time’ campaign will communicate Puma’s classic sneakers such as The Suede, and other products by recounting inspiring stories from renowned people who have become unparalleled classics themselves, having influenced Fashion, Music and Sports over the last five decades.”
As part of the campaign, each Collective member hand-picked an up-and-coming influencer who making waves in their respective fields. UV chose Walter Harvin, aka @soberyungwalter—an NYC-based fashion consultant and the founder of Waguy.
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