PUMA

Hip Hop 50
As Hip Hop approached its 50th anniversary, the question was not whether PUMA belonged in the conversation. The history already existed. The real work was articulating that legacy in a way that felt lived-in, reverent, and alive.

The campaign was built around the idea of lineage. Treating the birth of Hip Hop not as a moment to look back on, but as a continuum that connects past, present, and future. From the literal streets that shaped the sound to the digital spaces carrying it forward, the story moved through eras without flattening them.

We paired voices across generations to bring this to life. The legendary Slick Rick represented the architects who shaped the foundation. Flau’jae embodied the new guard, carrying the culture forward with her own voice, style, and momentum. The script positioned them not as contrasts, but collaborators in the same ongoing story.

Memory and motion can be found in the language. Resisting nostalgia for nostalgia’s sake and focusing on how sound, style, and self-expression evolve while staying rooted in Hip Hop’s origins.

Every line was penned to feel intentional, honoring where it all began while ushering us forward.

Hip Hop turning 50 wasn’t just framed as a milestone. It was gilded as momentum.
The result was a spot that positioned PUMA as both a witness and participant. Not a brand claiming culture, but one that has been alongside it from the beginning.

Agency: Burrell Communications
Creative Director: Desmond Williams
Art Director: Claudio Garcia
Production: Easy Mondays