Puma South Africa x Middle East
Promoting the brand’s upcoming winter streetwear collection, this latest promotional video for Puma's Run the Streets campaign proves that there's more edge to the Middle Eastern fashion scene than most people are willing to give it credit for.
A collaboration between various social media movers and shakers from the Middle East and South Africa, the above campaign, shot in the suburbs of Cape Town, highlights just what happens when inspiration and passion meet the streets.
Filmed over three days in the South Africa's Mother City, the advert also rather succinctly answers the question of just what happens when you put cool people dressed in cool clothes in a cool city they've never been in before. The answer, of course, being: pretty cool things.
An eclectic group of young creatives known as the Suede Guerillas, this crew embodies the ethos of Puma's Run the Streets campaign, truly emphasising how inextricable fashion and culture are to life in any major city. Especially one as culturally diverse as Dubai.
Self-reliant, self-styled and constantly on the streets, creating, curating and disrupting convention... it's safe to say that each of these youngsters has an Instagram account that's a heck of a lot better than yours. Individually, and collectively, they’re shaping a Middle Eastern street culture that is young, but growing at a fierce rate.
But just who are these Suede Guerillas who call the concrete jungle of Dubai their home? Well, on the off chance that you do fancy having a peep at some achingly aesthetic Instagram feeds, here are each of the creatives involved in the campaign:
Skater Connor Rycroft
Photographer Fatma Al Bakry
Producer Nnamdi Eluwah
Blogger Parvané Barret
This team of unique individuals are breaking the campaign mould for Puma in the Middle East: promoting the brand across the region and, more importantly, on the streets where it belongs.