The collection makes a nod to the ‘90s and key details include retro-inspired prints and designs, sports-inspired accents, bold all-over prints, and utilitarian apparel.
The campaign images showcase the strong influence of music on the Butter Goods brand, shot by photographer, skateboarder and DJ Atiba Jefferson of recording artists and producers Liv.e and Mndsgn in a Vintage Synth Museum.
The two worked together to create and produce an original song for the campaign, with iconic athlete Usain Bolt lending his voice to the campaign video. Bolt plays an animated Super PUMA, the brand’s retro mascot who wears the Slipstream Lo PUMA x BUTTER GOODS and along the way loses one of his shoes. His journey takes him through nature, eventually finding his shoe, when he peeks inside, he sees Liv.e and Mndsgn, performing the original song.
The PUMA x BUTTER GOODS collection dropped on PUMA.com, PUMA V&A Waterfront, Braamfontein and Gateway stores, Shelflife, WE ARE EGG and Al Capone stores on April 23rd.