The PUMA Suede is an authentic youth street culture icon — with it’s heritage going back to 1968 and has it’s cultural roots firmly planted in music and dance.
For the 45th anniversary of the Suede, this campaign tells the story of the Classics as well as introduce the Future Suede, and celebrates street culture and the people behind it as a key catalyst in the Evolution of Suede.
The public were asked to share their Instagram photos of Malaysian street culture with the hashtag #ForTheStreet and to join in the evolution, they could take part in the Future Suede Design contest by submitting their designs based on how the Suede will look like in another 45 years. Malaysian street culture personalities also contributed their designs which were turned into Giant Suedes and displayed at key malls in the Klang Valley.
A series of parties were also held that showcased the Classic pioneers of Hip-Hop in Malaysia collaborating with the artistes that represent the Future. For the first time in Malaysia a Classic vs Future Silent DJ Battle was also done in one of PUMA’s dealer outlets. At the finale, the Top 30 designs from the Future Suede Design contest were showcased using state of the art projection mapping technology alongside the actual shoes created by the public
The campaign was a true celebration of street culture, it’s icons, personalities and the things that they do, who have joined in the Evolution of Suede.
