The term “hustle” has become a bit overused. Don’t you think? It’s rampant among brand messaging and for that reason, among others, it’s lost its power in a lot of ways. The MCMxPuma collaboration could’ve easily leaned into that tried and true trend for the drop of their new sneaker and track suits. Instead, they focused on celebrating a different kind of fearlessness and hunger to push boundaries.
We interviewed influencers and created a social video series to highlight a new generation of creators. One led by individuals who are distinctly expressive and who believe reinvention is what keeps us moving forward.