PUMA Ushers the Suede into a New Era with ‘Never Not Suede’

PUMA is turning the page on one of its most enduring silhouettes with the launch of its ‘Never Not Suede’ campaign. Celebrating the shoe’s decades-long influence across fashion, music and street culture, the latest chapter reaffirms the Suede as a timeless platform for self-expression while introducing fresh iterations and collaborations with the likes of Daniëlle Cathari, Nahmias and more.

The campaign follows a group of friends navigating a new city, capturing the communities and cultural moments that have always defined the Suede. The PUMA Suede Classic arrives on the 9th July 2026, in three colourways, with the story continuing throughout the year via a series of new collaborations, material updates and reimagined designs that further evolve one of the brand’s most celebrated silhouette.

Have a look at the campaign below and let us know your thoughts.