Fostering the new era of hustlers, ’Tsugi’, the Japanese word for ‘next’, represented the new puma sportstyle era. The line brought forward a new wave of aesthetics to progressive streetwear, a fusion of modernity, technology, and traditions. With their new chapter in India,
PUMA #RunTheStreets started redefining the standards of brand involvement. Rather than piggy-backing off talents that already exist, they intended to not only celebrate 4 Indian hustlers but also build a collaborative space where people in creative fields can hone and exchange skills. The campaign also involved a promotional commercial as well as a launch event in Mumbai, India.