Rhuigi Villaseñor in Puma's latest ad campaign
Rhuigi Villaseñor is a very busy guy.
The founder and designer of LA-based streetwear brand Rhude, who also serves as creative director of Bally — has one last project up its sleeve for this year.
On Thursday, he will unveil his latest partnership with Puma as part of the ForeverPuma campaign, where the brand has engages a group of cultural influencers to explore the meaning of "classic" through product and content. The influencers, or "The Collective", were chosen by Jay-Z, the creative director of basketball and classics at Puma, and his longtime friend Emory Jones, who is a key cog in his Roc Nation empire.
Related GalleriesAs Adam Petrick, head of brand at Puma, explained at the launch of ForeverPuma he eight months ago: "This year, we will shine a light on Puma's legacy as a classic sneaker brand by asking a select group of iconic cultural leaders the essential question: what is a classic? "
Other "The Collective" designs include Jones, Dapper Dan, Walt "Clyde" Frazier, June Ambrose, photographer Lenny Santiago and Mike Camargo, founder of Upscale Vandal, who have all shared their stories of growth and development in short films by director Nadia Hallgren, as well as capsule collections.
And now it's Villaseñor's turn.
The Puma Suede sneaker reinvented.The first part of the partnership will be Thursday's video followed by a capsule collection launching on Saturday. In the short, Villaseñor talks about growing up in Manila in the Philippines and being drawn to the big logos he saw from big brands like McDonald's and Puma. "I wanted to be one of them, because for me it was my North Star," he said. The video then chronicles his life and how a 'regime change' in his home country forced the family to leave and land in 'sunny California', where he expected everyone to have swimming pools in the garden and convertibles. He hooked up with American television and marketing and quickly developed a love for pop culture and music, especially hip-hop.
Rhuigi Villasenor Chandler Allen/BFA.co...
Rhuigi Villaseñor is a very busy guy.
The founder and designer of LA-based streetwear brand Rhude, who also serves as creative director of Bally — has one last project up its sleeve for this year.
On Thursday, he will unveil his latest partnership with Puma as part of the ForeverPuma campaign, where the brand has engages a group of cultural influencers to explore the meaning of "classic" through product and content. The influencers, or "The Collective", were chosen by Jay-Z, the creative director of basketball and classics at Puma, and his longtime friend Emory Jones, who is a key cog in his Roc Nation empire.
Related GalleriesAs Adam Petrick, head of brand at Puma, explained at the launch of ForeverPuma he eight months ago: "This year, we will shine a light on Puma's legacy as a classic sneaker brand by asking a select group of iconic cultural leaders the essential question: what is a classic? "
Other "The Collective" designs include Jones, Dapper Dan, Walt "Clyde" Frazier, June Ambrose, photographer Lenny Santiago and Mike Camargo, founder of Upscale Vandal, who have all shared their stories of growth and development in short films by director Nadia Hallgren, as well as capsule collections.
And now it's Villaseñor's turn.
The Puma Suede sneaker reinvented.The first part of the partnership will be Thursday's video followed by a capsule collection launching on Saturday. In the short, Villaseñor talks about growing up in Manila in the Philippines and being drawn to the big logos he saw from big brands like McDonald's and Puma. "I wanted to be one of them, because for me it was my North Star," he said. The video then chronicles his life and how a 'regime change' in his home country forced the family to leave and land in 'sunny California', where he expected everyone to have swimming pools in the garden and convertibles. He hooked up with American television and marketing and quickly developed a love for pop culture and music, especially hip-hop.
Rhuigi Villasenor Chandler Allen/BFA.co...
What's Your Reaction?
