{"id":34812,"date":"2022-05-06T11:31:51","date_gmt":"2022-05-06T09:31:51","guid":{"rendered":"\/blog\/?p=34812"},"modified":"2022-05-06T11:31:51","modified_gmt":"2022-05-06T09:31:51","slug":"puma-launches-sneaker-collective-headed-up-by-jay-z-and-roc-nation","status":"publish","type":"post","link":"\/blog\/puma-launches-sneaker-collective-headed-up-by-jay-z-and-roc-nation\/","title":{"rendered":"Puma Launches Sneaker Collective Headed up by Jay-Z and Roc Nation"},"content":{"rendered":"

Nothing hits you in the feels quite like a good throwback, and now Puma is taking sneaker fans back to the good old days with the announcement of the kickoff of their ‘For All Time’ campaign, highlighting their deep legacy as the classic sneaker<\/a> brand. Throughout the campaign, Puma says it will be examining the meaning of the word \u201cClassic\u201d through products, content, and impact created by ‘The Collective,’ a group of Iconic Culture Influencers, who have shaped sneaker culture over the last 50 years.<\/p>\n

The brand has partnered with its Basketball and Classics Creative Director, JAY-Z and Roc Nation\u2019s Emory Jones, as the executive producers of ‘The Collective,’ a team of creatives, influencers, and storytellers who have had a timeless influence in each of their respective fields. Each member of The Collective will highlight various Classic Puma sneaker<\/a> silhouettes with interviews, creative content, and product designs that help define both what it means to be a Classic, and what it means to have timeless influence.<\/p>\n

\"Emory

Emory Jones | Image credit: Lenny Santiago<\/p><\/div>\n

As a key element of the project, each member of The Collective will hand-select a rising member of the next generation of soon-to-be classic influencers within their fields and support their work and development with a financial grant as well as mentorship and promotional support. PUMA will highlight these new members of the Collective, shining a light on those who very well may become the \u201cclassics\u201d of tomorrow.<\/p>\n

The Collective line up consists of: Roc Nation\u2019s Emory Jones, award-winning Designer and PUMA Creative Director June Ambrose, Harlem fashion innovator Dapper Dan, decorated Director and videographer Hype Williams, NBA Hall of Famer and PUMA Ambassador Walt Clyde Frazier, RHUDE Designer Rhuigi Villase\u00f1or, Creative Consultant and Founder of Upscale Vandal, Mike Camargo, and Legendary Photographer Lenny Santiago who stands as the Visual Director of Still Photography for the campaign.<\/p>\n

\u201cThis year, we will be highlighting PUMA\u2019s legacy as a classic sneaker brand by asking a select group of iconic cultural leaders the essential question: What is a Classic?\u201d said Adam Petrick, Chief Brand Officer at Puma. \u201cOur \u2018For All Time\u2019 campaign will communicate PUMA\u2019s classic sneakers such as The Puma Suede<\/a>, 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.\u201d<\/p>\n

\"Puma<\/p>\n

PriceCheck tip:<\/strong> Having the right running shoe in your cupboard is also an important part of anyone’s fashion and gear line-up. PriceCheck has a huge range of listed specials and deals on the best running shoes<\/a> in town!<\/em><\/p><\/blockquote>\n

Now, 50 years after its launch, the Puma Suede sneaker remains an important fixture in sneaker culture. It’s rare for a sneaker to have such staying power, and to transcend decades of changes in style, but the silo of this classic sneaker has remained fresh over the last 50 years, and that’s no doubt testament to its initial iconic design, but also down to the countless evolutions, and colourways developed by Puma designers that have kept the sneaker a street staple.<\/p>\n

Just like the Puma Suede sneaker has developed over time, so have the purveyors of sneaker culture and style. Over the next 8 months, ‘The Collective’ will share their personal stories of growth and development, while also sharing the story of their personally selected Collective member. Each month will see the release of new content via advertising, web content, and social media.<\/p>\n

In the current culture of snackable content, immediate access, and trending fame there isn\u2019t much respect for the \u201clong-game.\u201d But it\u2019s the long-game that lasts, the long-game that breeds enduring influence. The \u201cFor All Time\u201d initiative celebrates this influence by passing the torch to those who aspire to build a legacy, in collaboration with those who have.<\/p>\n

\"Puma<\/p>\n

June Ambrose merged hip hop into the luxury fashion space creating a blueprint for 90s and 00s style, Hype Williams transformed hip hop into art with his groundbreaking music videos, Emory Jones is a business and branding visionary, Lenny Santiago redefined on-the-move portraiture, Rhuigi challenged the traditions of American streetwear, Dapper Dan defined logomania before it had a name, and Mike Camargo brings community to the masses – the collective boasts 30+ years of cultural influence that has expanded that access of generations to come.<\/p>\n

The Collective has been profiled in a series of short films by award-winning director Nadia Hallgren (Becoming), the platform will enable the collective to tell their stories and playbook on how they have created timeless, classic influence. Starting in late April, the platform will be updated monthly with The Collectives\u2019 stories, starting with Emory Jones in April<\/strong>, followed by Mike Camargo in May, and June Ambrose in June.<\/p>\n