With The Weeknd at the helm of the German sportswear brand’s latest ‘Run The Streets’ campaign, PUMA now looks to homegrown heroes who represent the spirit of the creative hustle, while staying true to one’s roots. Reinforcing the inextricable link between its street-style sneakers and the trailblazers who wear them, the six local ambassadors present a diverse group of leaders within Singapore’s creative scene, each championing unique fields of artistry.
Centred on the release of the streetwear-leaning IGNITE Limitless sneaker, the campaign sees rapper ShiGGA Shay, DJ and illustratorAmanda Keisha Ang (A/K/A Sounds), ‘hawkerpreneur’ Douglas Ng, crochet artist Kelly Limerick (kllylmrk), street artist Ceno2, and award-winning bartender Vijay Mudaliar in a series of portraits taken throughout Singapore’s sprawling concrete jungle. Tailored to cater to the fast pace of the city streets, the IGNITE Limitless features a comfort-pushing IGNITE Foam midsole, protective stability cage with forefroot strap, four-way stretch neoprene clamshell construction, and a bold, textured silhouette.
Producing a music video showcasing each ambassador in his or her creative element, ShiGGa Shay’s original track “Hustlers” lays down the groundwork for the underground ethos of the campaign, embodied in the line “We run the streets” over a beat that harks back to hip-hop’s golden age.
The Singapore PUMA ‘Run The Streets’ campaign runs across all PUMA Singapore retail stores, while the IGNITE Limitless is available for $219 at PUMA stores and authorised retailers.