After decades as an integral part of a wide variety of scenes and subcultures, the PUMA Suede is once again taking center stage.
With the “Never Not Suede” campaign, PUMA builds on the silhouette’s long history of bridging sports, music, and street culture for decades.
In 2026, PUMA continues the model’s legacy with new iterations and collaborations with Daniëlle Cathari, Nahmias, and other creatives. The Suede continues to serve as a platform for individual expression without losing sight of its own identity.
Even after several decades, the silhouette’s story seems far from over.
The campaign brings together the perspectives of three creatives. Imruh Asha is responsible for styling, Maxime Ballesteros for photography, and Natas for the film production.
The focus is on a group of friends exploring a new city, building relationships, and developing their own sense of community. Culture emerges not as a backdrop, but directly from shared moments.
The campaign centers on the Suede. For decades, the silhouette has been present in various scenes and has helped shape their style. To kick things off, the classic returns in black, bold orange, and coffee brown. A fundamental reinvention isn’t necessary.
“Never Not Suede” is therefore also an invitation to continue experimenting, embrace new influences, and continually reinterpret the sneaker within your own context.
The model’s history dates back to 1968. At that time, PUMA launched the Crack, its first lifestyle shoe, for the Olympic Games in Mexico City. The model gained fame, among other things, through track and field athlete Tommie Smith, who held the shoe aloft on the Olympic podium.
In 1973, Walt Frazier further developed the silhouette into the Clyde. Later, the name “Suede” caught on, derived from the shoe’s distinctive suede upper. With the rise of hip-hop and B-boy crews, the model became an integral part of the New York scene. When the shoe appeared in the UK in the 1980s, it was known there as the “States,” a reference to its popularity in the U.S.
Crack, Clyde, States, and Suede thus represent different chapters in the history of the same silhouette. It is precisely this versatility that has helped the model remain relevant to this day. Additional releases are set to follow throughout the year, including new collaborations, material variations, and design concepts.
The PUMA Suede Classic will be released on July 9, 2026, in three colorways and will be available at select PUMA retailers. You can find PUMA at AFEW-Store, Asphaltgold, BSTN, Der Stall, DE'JAVU, Glory Hole, Glückstreter, HHV, JNS, Orange Jungle, Perplex, Schrittmacher, Sneakertwins, Speed, SUPPA, and Underpressure.
Photos via PUMA
