PUMA’s “FOR ALL TIME” Redefines Classics with Cultural Icons

PUMA is tapping into the archives for its latest campaign.

As a part of the “FOR ALL TIME” campaign, the iconic footwear brand is teaming up with its legendary roster to redefine the classics.

PUMA will be examining the meaning of the word “Classic” through products, content, and impact created by “The Collective,” a group of cultural icons & influences who have shaped the sneaker game over the last half-century.

PUMA has partnered with its Basketball and Classics Creative Director, Jay-Z, and Roc Nationâ€s Emory Jones, as the executive producers of “The Collective.” Each member of “The Collective” will highlight various classic PUMA sneaker 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. 

Members of “The Collective” will also 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,” highlighting tomorrow’s classics. 

“The Collective” lineup consists of Roc Nationâ€s 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 Villaseñor, 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. 

“This year we will be highlighting PUMAâ€s legacy as a classic sneaker brand by asking a select group of iconic cultural leaders the essential question: What is a Classic?” said Chief Brand Officer at PUMA Adam Petrick. “Our ‘FOR ALL TIME†campaign will communicate PUMAâ€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.”

Learn more about “FOR ALL TIME” here. For upcoming PUMA releases and more, our sneaker monitors and release day strategy will have members ready for drop day.

Stay tuned to SoleSavy for more sneaker-related news from your favorite brands and retailers, including PUMA.

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(Images via Lenny “Kodaklens” Santiago)