Last week, Puma made a major statement of intent to capture the South African market, seems like the gloves are on!
Anyone who follows the SA music scene, and the hip-hop subculture in specific, would know that it is blowing up like no other here on the Southern tip. We’ve seen our SA artists collaborating with award winning International artists, solidifying their place on the worldwide map. In terms of brands, the likes of AKA teamed up with Reebok and Riky Rick collaborated with Internationally renowned local designer David Tlale and Jockey underwear. It’s so exciting to see how SA creatives are being recognised by International brands and their ability to grow and influence a more relevant footprint on the continent.
Recently, Puma included the likes of Nasty C, Gigi Lemayne and Digital Maskandi in their marketing efforts to inject some South African flavour into their new #RunTheStreets campaign. This inclusion has raised our local stars onto the same platform as their original campaign ambassadors, the Internationally acclaimed singer-songwriter The Weeknd. Brett Billinger, the Marketing Director for Puma SA had the following to say with regards to their latest campaign:
“We are excited to have a strong stable of powerful, talented local influencers that can sit alongside Grammy-award winning artist The Weeknd, in our Run the Streets campaign in South Africa.”
Nasty C, at only 20 years old, has already made a huge name for himself locally and Internationally, and with Puma to champion him, it’s likely that his International footprint will continue to grow wider in the coming months. The #RunTheStreets campaign objective is to promote two new sneaker silhouettes recently launched in SA, namely the Ignite evoKNIT Fade and the IGNITE Limitless Core (images below).
In my opinion the evoKNIT Fade is a solid reaction to the knitted upper trend that has recently taken over in the world of sneakers, and with a price tag of R2599 (although still pricey) is competitive when compared with the likes of the adidas Primeknit and Nike Flyknit equivalents. The sock-like upper construction also provides one of the more comfortable ankle supports I’ve felt to date. This shoe is better suited to those with a narrow foot and slender legs. For those who aren’t fans of the high-top, the IGNITE Limitless Core is the way to go if you’re still looking to remain faithful to Puma product. The knitted upper offers the same comfortability as the evoKNIT, only with less ankle support. You can get them in red, olive, grey and black colourways and they’re priced around R2299, slightly cheaper than the evoKNIT.
I must say I’m reserving a space on my shoe rack for the triple black Limitless Core and channelling my inner Weeknd as soon as that next pay check rolls in.
Watch the attached video to see South Africa’s pride, Nasty C, Owning the streets of Jozi.