Mahalia Becomes the Face of PUMA 180, the Nostalgic Y2K Skate Sneaker
As part of the British R&B artist’s yerar-long ambassadorship with the sportswear giant.
Dripping with Y2K references, the PUMA 180 is the German sportswear giant’s nostalgic take on the skate sneaker. The retro, punk-coded footwear silhouette embodies the rebellious attitude of the 2000s, with a bulky sole, a mixed-material upper and a thick tongue. On Friday, PUMA unleashed the time-capsuled design, alongside its now-official face, British singer-songwriter Mahalia, in a new campaign.
Mahalia, who recently released her second studio album, IRL, which features Stormzy, Jojo, Destin Conrad, Kojey Radical and Joyce Wrice, is an ever-evolving force in the U.K.’s R&B scene. Per the label, the artist’s “contemporary skate style mixes streetwear with skate punk, hip-hop, and pop influences,” offering the ideal pairing for the countercultural-inspired sneaker.
The “Terms and Conditions” singer has become the face of the PUMA 180, as part of her year-long ambassadorship with PUMA, which has also become a central component of Mahalia’s Mahala Presents program, an event hosted by the artist that supports and showcases grassroots music talent. Further, PUMA plans to collaborate with Mahalia on her next three London shows in august, October and December, with support spanning venue selection, project management, photography and more.
The new PUMA 180 is now available to shop on the brand’s webstore, beginning at €90 EUR. Take a look at the design in the gallery above.
In more footwear news, adidas pledged €110 million EUR in charity donations from its YEEZY sales.
