German sports manufacturer Puma and UK rap legend Skepta are partners with immediate effect. Skepta is not only to be involved in new products, but also in marketing. In the past, the 40-year-old had collaborated with Nike on several occasions.
Through his newly founded organization “Big Smoke Corporation,” Skepta will work with Puma in the future. He will be responsible for the Puma Men division. As Skepta explains, he doesn’t just want to be an advertising figure or design his own shoe – he wants to have a creative influence on all areas. On Instagram, he thanked the partnership and toasted “creative control.”
In an interview with Hypebeast, the Grime legend said he would be responsible for the “tech and street side” of Puma. He said he wants to bring the “London energy” from videos like “Shutdown” to Puma.
With this, Skepta alludes to his extremely successful series of Nike shoes. Under the SK Air label, the Brit had released Nikes in all sorts of variations. Always extremely successful. With the switch to Puma, however, this chapter is now probably closed.