Summary:
- PUMA introduces the Never Not Suede campaign for the Autumn/Winter 2026 season.
- The brand releases the classic footwear model in black, orange, and coffee brown colorways.
- The official release occurs on July 9, 2026, followed by upcoming collaborative designs.
PUMA starts the Autumn/Winter 2026 season with the Never Not Suede campaign. This project highlights the enduring design of the classic sneaker model. The first drop includes three distinct colorways including black, orange, and coffee brown. PUMA releases the Suede Classic on July 9, 2026. This launch emphasizes the historical connection between the product and global street culture. The footwear remains a staple across generations without changing the original shape.
Photographer Maxime Ballesteros captured the campaign imagery in an urban environment. Stylist Imruh Asha selected the clothing to complement the footwear. Filmmaker Natas directed the campaign video which follows a group of friends moving through a new city. These creative contributors bring unique cultural perspectives to the visual narrative. The campaign shows individuals forming communities and expressing personal identity through style. The imagery positions the sneaker as a central element in modern subcultures.
The shoe holds a long history within sports and street fashion. PUMA initially introduced the silhouette in 1968 under the name the Crack. Track athlete Tommie Smith held the footwear on the Olympic podium in Mexico City. In 1973, basketball player Walt Frazier modified the design to create the Clyde model. The sneaker later gained the name Suede due to the premium upper material. New York City breakdancers and skateboarders adopted the footwear during the rise of hip-hop culture. When the shoe arrived in the United Kingdom during the 1980s, people called the model the States.
PUMA plans to release additional iterations throughout 2026. Upcoming drops feature design collaborations with Daniëlle Cathari and Nahmias. These partnerships will introduce new materials and updated structures to the classic silhouette.
Share this article