Puma tells its A$AP Rocky origin story

Puma x A$AP Rocky’s ‘Suede '94’ is a nostalgic film that feels more Scorsese-meets-Wes-Anderson than sneaker advertising.

Being aware of the Puma origin story (in which the brand was formed following a fallout between the founder brothers behind Adidas) Puma’s latest was a bit of a self-back-patting session.

In the campaign, Puma's creative director, A$AP Rocky revisits the Suede '94, rebuilding the shoe from the archive while framing it within a cinematic recreation of 1990s New York.

The film evokes a city where hip-hop, skateboarding and streetwear collided at a pivotal cultural moment.

1994 was a particularly memorable year for the city. Nas's Illmatic had just dropped, and streetwear and skating were enjoying a renaissance.

Rocky weaves himself into the story, and by association, Puma’s story, here: "I remember when my mom bought me my first pair of suedes," he says.

The visuals are what really sets the ad apart, however. Wes Anderson-style warmth blends with blurred montages that follow Rocky’s commentary of the brand’s history.

Each decade referenced has a unique look and feel, yet the piece comes together as a whole. In fact, like the Ramp ad this week, Puma too have honed an aesthetic style all of their own.

Brands often talk about authenticity while renting it from celebrities, but Rocky actually embodies the culture being celebrated here because he lived it. 

His place in the Puma story feels earned.