After decades as a fixture across different scenes and subcultures, the PUMA Suede is back in the spotlight.

With Never Not Suede, PUMA builds on the silhouette’s long-standing presence in sport, music and street culture while opening a new chapter in its history.

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In 2026, PUMA continues the Suede’s story with new iterations and collaborations with Daniëlle Cathari, Nahmias and other creatives. The silhouette remains open to individual interpretation while retaining its unmistakable identity. Even after decades, its story is far from over.

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The campaign brings together the perspectives of three creatives: styling by Imruh Asha, photography by Maxime Ballesteros and film direction by Natas. It follows a group of friends as they explore a new city, form new connections and create their own sense of community. Rather than serving as a backdrop, culture unfolds naturally through the moments they share.

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The Suede sits at the heart of the campaign. For decades, the silhouette has been rooted in different scenes and has helped shape their visual identity. The first drop sees the classic return in black, vibrant orange and coffee brown, showing that it does not need to be completely reinvented to remain relevant.

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Never Not Suede is also an invitation to keep experimenting, embrace new influences and make the sneaker your own.

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The Suede’s history dates back to 1968, when PUMA launched the Crack for the Olympic Games in Mexico City. The brand’s first lifestyle shoe became closely associated with track and field athlete Tommie Smith, who famously raised it above his head on the Olympic podium.

In 1973, Walt Frazier put his own spin on the silhouette, creating the Clyde. After his era, the shoe became known as the Suede, a name inspired by its signature upper material. As hip-hop and B-boy culture took shape, the model became an integral part of New York’s emerging scene. When it arrived in the UK during the 1980s, it was released as the States, a nod to its popularity in the US.

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Crack, Clyde, States and Suede mark different chapters in the history of the same silhouette. Its ability to evolve while retaining its identity has helped the model remain relevant to this day. Further releases will follow throughout the year, including new collaborations, material makeups and design updates.

The PUMA Suede Classic releases on July 9, 2026, in three colorways and will be available at select retailers. You can get PUMA at: AFEW-Store, Asphaltgold, BSTN, Der Stall, DE'JAVU, Glory Hole, Glückstreter, HHV, JNS, Orange Jungle, Perplex, Schrittmacher, Sneakertwins, Speed, SUPPA and Underpressure.

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Photos via PUMA