When we think of Skepta’s in fluence on the sneaker industry, to date we’ve always tied the the renowned British-Nigerian rapper to his long-running collab with the Swoosh brand. However with the latest news, the two seem to have parted ways, which must inevitably mean an end to SKAir.
Skepta and his Big Smoke Corp have officially announce a brand new creative partnership with German sportswear brand PUMA. This move will bring Skepta’s design expertise and cultural influence to a wide range of PUMA products. Very exciting for Puma, but a devastating blow to Air Max fans!
Just recently, Skepta joined Sotheby’s upcoming “Contemporary Curated” auction featuring other prominent figures. Adding to his already impressive resume, Skepta’s painting called “Mama Goes to Market” will join the rest of his curated pieces.
Skepta’s debut painting was created during the Covid-19 pandemic, giving him more time to reflect and practice his craft. With the Sotheby’s collection now set to appear in the second week of September, Skepta and his Big Smoke imprint brought more surprises.
Let’s check out all the partnership details and what we can expect from Puma and Skepta in the near future.
Over the years there has been a number of iconic Nike x Skepta link ups The likes of the Air Max Tailwind, Tuned 1, and Air Max 97/BW bringing a consistent level of hype with each drop and much love and respect within the community. However, it looks like future hopes for more Nike x Skepta designs are long gone due to this announced partnership with PUMA earlier today (7th September 2022).
The newly formed team-up will bring new creative ideas across PUMA products. Skepta’s caption on Instagram hinted at a “Futro” hashtag, which is possibly one of the debut collections in the collab. Because of the arrival of another prominent personality, PUMA’s momentum lives on.
Basketball fans will call the brand’s comeback to the sport back in 2018. Years later, PUMA’s basketball sneakers continue to thrive; releasing multiple silhouettes a year. The signing of various NBA young stars and vets also paved the way for PUMA to re-enter the league.
Aside from Skepta, PUMA has worked with other notable rappers in the past. Back in 2018, PUMA tapped American rapper and record producer Jay-Z as the president of Basketball Operations. In 2020, J. Cole joined PUMA and eventually released his own signature basketball shoe, the RS Dreamer.
PUMA also brought back the iconic Slipstream, with the campaign headlined by star PUMA endorsers. Read this article if you missed out on the launch.
With a lot of potential in terms of creativity, fans can expect multiple sneaker and apparel collabs designed by Skepta. We can only speculate at this point, but this is going to be a big move for PUMA and a real test for Skepta’s creativity.
Aside from sneaks, fans can expect some apparel collections from PUMA and Skepta which of course we’ll cover as and when we hear more. Stay tuned for more announcements in the future as PUMA and Skepta launch their collab pieces.
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