Global sportswear brand PUMA has unveiled a brand new #RunTheStreets campaign that is powerful depiction of cultural exchange and features influential names in street culture from India and Eastern Europe. The video is a raw, authentic and a very real story about crews from different cultures crossing paths in Delhi and Mumbai and creating a social connection between all of them.
The 1 minute 40 second video created by Agentur Loop features Indian artists – designer duo, Huemn, graphic designer Hanif Kureshi and contemporary dancer, Mukti Mohan along with their Eastern European counterparts polish rapper, Quebonafide, a street influencer with multiple talents from photography to street dance, Zulu Kuki and model and singer Karolina Gilon .
The narrative unfolds with the crew of artists exploring the streets of Delhi and Mumbai and exploring the real, alternative, street style and art scene in the two cities. The video has a raw and spontaneous appeal and recreates situations that depict real moments, emotions, struggles and success of the protagonists. The artists also showcase their skills, interact with each other and speak about their connection with the streets of India.
As innovators and pioneers of street culture, the main concept is to create a co-relation between art and music represented by a series of videos and still images featuring diverse artists from over the world, and giving rise to a cultural exchange like no other. Through this campaign, PUMA is determined to globe-trot the world and drive real conversations around creativity and artistic expression. The cross culture series started with Turkey and Russian, then moving to India and Eastern Europe and then reaching the Middle East and South Africa.
Blurring the lines between performance and style, PUMA’s new Sportstyle “#RunTheStreets” platform puts forward street-ready and technically progressive products for those who aspire to change the game with every hustle and grind. It speaks to true individuals who own their looks and the moment. Internationally, headlining the campaign is PUMA’s newest creative collaborator, Grammy-winning artist, lyrical genius, and style icon The Weeknd.
#RunTheStreets video – https://www.facebook.com/PUMAIndia/videos/1956352547928341/