Since its birth in the late ‘60s, the Puma Suede has roamed the world, finding a welcome in several musical cultures. So to launch six new colorways of the Suede, we signed six up-and-coming bands from the Benelux and organised a series of in-store concerts at selected retailers.
We linked every Suede subculture to an upcoming band from the Benelux. The bands performed live in sneaker stores and were photographed by Elza Jo van Reenen as a tribute to their musical talent and inspiration. For example, Hip Hop was represented by ‘Grote Prijs’ winners Dret & Krulle. In Bruxelles, the Jugglin’ Discotheque Soundsystem gave a smashing performance that was shut down by the local police. Images and videos of the bands were used as PR ammunition and were exhibited in a gallery space. We also launched a campaign site that featured never-released footage of the Suede, images and interviews with the bands and videos of the events.
With Jeffre Jackson for PUMA
Photography by Elza Jo van Reenen