Puma - 50th anniversary for classic sneaker
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Puma - 50th anniversary for classic sneaker

It has been 50 years since Puma introduced their iconic suede sneaker.

The classic shoe has been a staple of hip-hop, street and break-dancing culture worldwide for decades but first rose to prominence in 1968 when Tommie Smith won the Gold in the 200m at the Mexico Olympics. He went barefoot to the podium placing his Puma’s on the podium beside him and creating one of the most iconic images in sporting history as he and team mate John Carlos raised their fists in solidarity with the civil rights movement in America and the anti apartheid movement in South Africa. Forced to leave the podium Smith left his Puma’s behind him, later Smith gave one of those shoes to Usain Bolt as a birthday present.

Around the world Puma has been marketing a 50th anniversary version of the suede sneaker with it’s new “50 Breakdance cities Pack” and in India they have partnered with a number of hip-hop artists in a multimedia project named “Suede Gully”. Suede Gully is a music video directed by Sasha Rainbow, a former stylist, art director and photographer turned film director, and features a mix of street art, music, graffiti and dance all whilst showcasing Puma’s new sneakers.

The song in the video is performed in 4 different languages, Hindi, Tamil, Punjabi and Khasi and was written by Sneha Khanwalkar, an Indian music director and features dancers Mukti Mohan, the Bengaluru-based Black Ice Crew, Shillong’s Unity One Crew, Mumbai’s Beast Mode Crew, and Delhi’s Higher Vision Crew.

Head of Marketing for Puma India, Debosmita Majumder, said “today’s youth have taken to modern forms of self-expression, giving rise to a new generation of creators. They use the streets as a canvas to express themselves through various forms of art, music and dance. Suede Gully is all about getting forefront the true essence of Indian street culture. With this creative project, Puma is mixing its own brand aesthetic with Indian street culture and putting more focus on India as a whole.

Disclosure

Dominion holds Puma in its Global Trends Luxury Fund.


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