The campaign was built around culture exchange and story building across various arts including fashion, dance, music, film, street art, and photography. The influencers were chosen to embody the values of the 'Run The Streets' campaign that is championed by PUMA global assets such as The Weeknd. Key product highlights include Tsugi Shinsei, Tsugi Nido (in stores Tuesday, 15 August) and Tsugi Blaze evoKNIT (in stores Tuesday, 15 August).

Cape Town and Dubai

The aim of the collaboration in South Africa was to focus on music and bring artists together who have a diverse background and style interests in order to explore the music scene in the city and work on a track together in the end.

The group of influencers ranged from Das Kapital, a Cape Town producer and radio personality to Namdi, a producer based in Dubai. The wide range of perspectives on art and culture lead to discussions, partying, and some late nights in the studio. The guests from the Middle East make up a crew called the Suede Guerrillas who run the streets in Dubai.

South African influencers featured include:
  • Das Kapital – Producer, radio DJ; 
  • Nonku Phiri – Singer; and
  • MashayaBhuqe – Singer, musician.

Middle East influencers featured include (The Suede Guerillas):
  • Namdi – Producer;
  • Connor Rycroft – Photographer, skateboarder;
  • Fatma Al Bakry – Photographer, stylist; and 
  • Pravane Barret – Style blogger, music enthusiast.

Moscow and Instanbul

In Moscow, the cultural exchange focus was on music, street art, fashion, and film. The Russians welcome influencers from Istanbul. The crew documented the experience on Instagram stories and closed with a private concert on an abandoned bridge over the Moscow River.

Russian influencers featured include:
  • Ilya Naishuller: Film maker, musician;
  • Slava Glushkov: DJ, fashion influencer; and
  • Karina Istomina: Model, DJ, music journalist.
  • Turkish influencers featured include: 
  • Umut Eker: Model, content creator, stylist; and
  • Leo Lunatic: Graffiti artist. 

Mumbai, Delhi and Poland

The first stop in India was Mumbai with two dancers from diverse backgrounds. Mukti Mohan (dancer, actress) is a local woman who does everything from Bollywood dancing to hip-hop. She played host to Zulu Kuki (dancer, model, and photographer) from Poland.

The two spent a few days together exchanging ideas and comparing experiences. One evening was spent dancing on a rooftop in a Mumbai neighbourhood at sunset.

The collaboration in India continued in Delhi, focusing on street art, music, and the fashion industry in the city. The guests from Poland were hosted in the city by two designers, Pranav Mishra and Shyma Shetty, from unique fashion labels and a street artist whose work can be found all over Delhi.

They explored the city and exchanged ideas and thoughts on rooftop settings. The experience featured fitting Polish model Karolina Gilon with new designs in a unique Indian backdrop and Polish rapper Quebonafide being presented with a hand painted sign featuring his name in a traditional style. Modern India was a constant theme throughout.

You can watch the 'Run the Streets' campaign here.

For more information, visit www.puma.com. Alternatively, connect with them on Facebook, Twitter or on Instagram.