We run the streets. So, we are the streets. PUMA takes global street culture to the next level in their latest campaign collaboration exploring different aspects of street culture across the globe in cities with unique vibes and underground scenes that remain widely untapped by mainstream culture.
The idea was built around culture exchange and story building across various arts including fashion, dance, music, film, street art and photography. PUMA brought together influencers from these fields to document what kind of creative magic sparks when you bring together like minded people from vastly diverse cultures and let them run the streets.
The influencers chosen truly embody the key values of the Run The Streets campaign that is championed by PUMA global assets such as The Weeknd. Key product highlights include TSUGI Shinsei, TSUGI Nido (in store 15 August) and TSUGI Blaze evoKNIT (in store 15 August).
The project took place in four different cities and authentic content was captured to tell the story. PUMA focused on Moscow, Mumbai, Delhi and Cape Town as the setting to the creative exchange.
The approach in Cape Town was slightly different than in India and Russia. The aim of the collaboration in South Africa was to focus purely on music and bring together artists with diverse background and style interests to explore the music scene in the city and actually work on a track together in the end. The group of influencers ranged from Das Kapital, a successful Cape Town producer and radio personality to Namdi, an up and coming producer based in Dubai and everything in between. The wide range of talents and unique perspectives on art and culture lead to a lot of interesting discussions, some epic partying, and some late nights in the studio filled with inspiration.
The guests from the Middle East make up a crew called the Suede Guerrillas who run the streets in Dubai in a fresh way.
SOUTH AFRICAN INFLUENCERS FEATURED:
DAS KAPITAL: Producer, Radio DJ
NONKU PHIRI: Singer
MashayaBhuqe: Singer, musician
MIDDLE EAST INFLUENCERS FEATURED (The Suede Guerillas):
CONNOR RYCROFT: Photographer, Skateboarder
FATMA AL BAKRY: Photographer, Stylist
PRAVANE BARRET: Style blogger, Music enthusiast
In Moscow, the cultural exchange focus was on music, street art, fashion, and film. The Russians welcome some key influencers from Istanbul and they spent two days exploring some of the cities hidden treasures of alternative culture. The crew documented the experience on Instagram stories and they whole thing closed with a private concert on an abandoned bridge over the Moscow River.
RUSSIAN INFLUENCERS FEATURED:
Ilya Naishuller: Film Maker, Musician
Slava Glushkov: DJ, Fashion Influencer
Karina Istomina: Model, DJ, Music Journalist
TURKISH INFLUENCERS FEATURED:
Umut Eker: Model, Content Creator, Stylist
Leo Lunatic: Graffiti Artist
The first stop in India was Mumbai with two accomplished dancers from very diverse backgrounds. Mukti Mohan is a local girl who does everything from Bollywood dancing to hip hop. She played host to Zulu Kuki from Poland who is a very accomplished street dancer and photographer. The two spent a few days together exchanging ideas and comparing experiences. One evening was spent dancing on an a rooftop in a Mumbai neighbourhood at sunset as an impressive background.
MUMBAI INFLUENCER FEATURED:
Mukti Mohan: Dancer, Actress
POLISH INFLUENCER FEATURED:
Zulu Kuki: Dancer, Model, Photographer
The collaboration in India continued in Delhi focusing on street art, music, and the rich fashion industry in the city. The guests from Poland were hosted in the city by two designers from unique fashion label and an influential street artist whose work can be found all over Delhi.
The explored the old city and exchanged ideas and thoughts on rooftop settings. The experience featured fitting the Polish model with new designs in a unique Indian backdrop and the Polish rapper being presented with a hand painted sign featuring his name in a traditional style. Thriving, modern India was a constant theme throughout.
DELHI INFLUENCERS FEATURED:
HUEMN: Fashion Label
POLISH INFLUENCERS FEATURED:
KAROLINA GILON: Model, TV Presenter, Singer