In Puma’s new campaign “Never Not Suede,” the infamous PUMA Suede silhouette steps back into the spotlight. A fresh take on the classic shoe is introduced, with revamped editions and collaborations with Daniëlle Cathari, Nahmias, and many more. 

Three creative visionaries are offering their personal and cultural outlooks to drive the campaign’s story. With styling by Imruh Asha, photography by Maxime Ballesteros, and shot on film by filmmaker Natas, “Never Not Suede” follows a circle of friends as they navigate through a new city with excitement. Culture evolves as they form lasting connections, create cherished moments, and find their sense of belonging.  

The Suede is at the core. A sneaker that goes against the grain, shaping society. Reappearing in timeless black, vibrant orange, and rich brown, the Suede sneaker remains in its rightful place, without needing reinvention. Despite ever-changing trends, shifts, and styles, the Puma Suede is consistent. Intertwined with communities and stylistic subcultures, the shoe is multigenerational and has become a token of insouciant taste and lasting pertinence. 

The PUMA Suede Classic will continue to evolve with reshaped silhouettes, fabrication, and designs, alongside a new selection of collaborations. The Suede remains a canvas for self-expression, and after numerous decades, the shoe has only just begun.