PUMA started a project
that captures moments in the lives of Jack Parow, Riky Rick, Das Kapital, PH
Fat, Nonku Phiri, Nicci St Bruce and Rolo Rozay, while wearing PUMA’s Trinomic
R698, a sneaker rich in heritage.
Represent698, a dynamic
mix of interviews, video, imagery and social media activity, is an opportunity
for creative minds to explore what it is to Represent, and for artist, rapper
and producer Riky Rick it’s all about authenticity: “Anyone can make the
greatest hits in the country, but not everybody can know themselves and put
themselves into their music. That’s the most difficult part. I’m here to
Represent millions of kids, I’m somebody who has gone through what they are
going through.”
Authenticity’s twin
brother honesty is also the key for madcap musical artist Jack Parow: “It’s
important to be yourself and never pay too much attention to what people say.
You’ve got to stay true to your own thoughts and beliefs.”
Singer Nonku Phiri agrees:
“I tend to stick to my gut and do what makes me happy. I can only work from an
honest place.”
Mike from rap crew PH Fat
explains why teaming up with PUMA works for him: “They’ve got street and sport
culture covered; they’re the most artistically enabling brand.”
The PUMA collab is also
exciting for rapper Nicci St Bruce: “I like it when a brand can see you for
yourself, rather than trying to make you into who they would like you to be.”
While DJ and producer Das
Kapital welcomed the opportunity Represent698 provides to work with forward-thinking,
legitimate people: “It’s fun that something as simple as a sneaker style can
bring together so many unique people.”
But why all the fuss
about a sneaker? Take it from a guy who knows his stuff, Rolo Rozay of PUMA
SELECT: “The R698 is a sought after go-to shoe because the silhouette isn’t too
out there and it’s versatile - you can play around with the look.”
Originally designed as a
performance runner in the ‘90s, the R698 sped off the track to become
synonymous with urban street style and cement its place in sneaker history. Styles
to be found at PUMA stores nationwide, as well as selected sneaker retailers this
season are the R698 Basic Tech Sport Women’s available in glacier-white for R1
299 and the R698 Mesh–Neoprene available in black for R1 399. There’s also the luxe
R698 Allover Suede available in Italian plum, high-risk red, peacoat and black
for R1 399 and the R698 Fast Graphic Women’s available in black-and-white, with
coral details for R1 299.
As part of the
collaboration PUMA will be releasing limited Boss Zonke Football Club shirts by
Riky Rick as well as limited Parow Pythons Rugby Club jerseys by Jack Parow.
To find out more follow the
Represent698 crew on Twitter and Instagram, as well as the PUMA to join the
conversation.
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