Puma - 50th anniversary for classic sneaker
Select language to see a machine translation of this article. The original language of the Article is English and the translation is provided for your convenience.

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.


Dominion holds Puma in its Global Trends Luxury Fund.

If you would you like to receive the Newsfeeds daily, please click here to sign up now!

Help us make this Newsfeed better by rating this article. 1 star = Poor and 5 stars = Excellent
0.0/5 rating (0 votes)

The views expressed in this article are those of the author at the date of publication and not necessarily those of Dominion Fund Management Limited. The content of this article is not intended as investment advice and will not be updated after publication. Images, video, quotations from literature and any such material which may be subject to copyright is reproduced in whole or in part in this article on the basis of Fair use as applied to news reporting and journalistic comment on events.