Fashion
After Gully Boy, Puma collaborates with rapper Brodha V aka Vignesh Shivanand for street wear
After Puma’s iconic Suede Gully campaign in 2017 with Divine, the global brand collaborates with rapper Vignesh Shivanand
Zoya Akhtar and Ranveer Singh’s smasher Gully Boy did a lot more than just taking the story from the streets to the screen. The street culture has now become mainstream, with street rap, street art and hip hop reaching a new wider audience. Another brand that has been showcasing the desi gully swag in their marketing campaigns is Puma. Global sports brand PUMA is yet again ready to explore India’s underground hip-hop culture by roping in popular names, in the latest partnership with Indian rapper, lyricist, hip-hop artist and music producer Brodha V, also known as Vighnesh Shivanand. A unique and authentic figure in India’s hip-hop scene, Brodha V, will be a leading face and voice of PUMA’s sports-style campaigns in India. PUMA has been a catalyst for the growth of hip-hop culture and community in India and through this association with Brodha V, the brand aims at further cementing its footprint in the space. The announcement was unveiled in true PUMA style by Brodha V and PUMA India on their respective Instagram handles earlier today.
The partnership with Brodha V further authenticates PUMA’s commitment to promoting the growth of India’s underground, but fast-surfacing street culture. Talking about the association, Brodha V said, “I am super stoked to be a part of the PUMA family. When partnering with a brand, it was very important for me to believe the association works in synergy with my personal ethos and sense of style, and PUMA proved to be a perfect fit. PUMA has been known for providing a platform for hip-hop culture in India, and the brand has been at the forefront in doing so. With this partnership, I look forward to doing some amazing work with the brand, and help elevate PUMA and my brand of music to the next level.”
PUMA’s iconic Suede Gully campaign in 2017, was a game changer that magnified the voice of today’s hustlers in Indian hip-hop. This campaign was a landmark platform that enabled unique artists to come together and express themselves. Suede Gully was a collaboration between Divine and his friends from all walks of street culture – rappers, dance crews, graffiti artists, visual artists and street-fashion gurus. Together, they created India’s biggest street collaboration across 4 cities and 4 languages. This collaboration spoke about the struggles that the street culture goes through.
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