Categories Get Into It

Puma Taps Lauren London for ‘Forever Stronger’ Collaboration

On Tuesday, Puma and Lauren London revealed that they were working together on an upcoming collection dubbed as “Forever Stronger”. Visuals for the collaborations surfaced including a captivating video featuring Lauren London reciting a poem in the collection’s pieces.

“The fear is strained because pain is the light, pain is insight. The body hurts, but the spirit grows. The flesh is starving while wisdom overflows…” These are just a few lines from the poem written by Nipsey Hussle’s sister, Samatha Smith, and spoken by Lauren London. The visual serves as an tribute to the late Nipsey Hussle as Lauren rides through his neighborhood, Crenshaw, where the locals celebrate his legacy through art and other aspects. Puma and Lauren London’s “Forever Stronger” campaign visual shows us that the marathon truly continues.

The video was directed by @topshelfjunior, with with music by @rance1500, and creative direction by Lauren London.

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