Nipsey Hussle’s Puma partnership was strong and authentic
He repped the iconic brand as an accomplishment for his city and its people
“See my granny on a jet, some s— I’ll never forget / Next day we flew to Vegas, with my Puma connects”
– Nipsey Hussle, “Racks in the Middle” (feat. Roddy Ricch & Hit-Boy)
On Christmas Day 2017, Nipsey Hussle pulled up to Staples Center in style. For a game between his beloved hometown Los Angeles Lakers and the Minnesota Timberwolves, the 6-foot-3-inch Hussle broke out a throwback Magic Johnson jersey that he paired with some fresh Puma Suedes in a Lakers purple colorway, with gold stripes and white laces. As he watched the game from courtside with partner Lauren London, cameras snapped photos of his kicks.
Yet Hussle wasn’t just showing off a new pair of shoes. He was actually teasing a major move that he and Puma had been working on for the new year. In mid-January 2018, the West Coast MC arrived at L.A.’s Power 106 for an appearance on The Cruz Show. And with him, he brought a stack of paper and a pen. Before the interview began, Hussle had something huge to share.
“We announcing our partnership with Puma,” he said live on air. “It’s a big situation. We’re gonna be doing co-branding products with my company, The Marathon Clothing. Obviously, I’m gonna be an endorser of the brand … and, you know, it’s gonna be multilayered. So big shout-out to Puma! … I’m ’bout to ink this paperwork right now. Let me put my signature on here … don’t show the amount!”
The deal represented a strategy and willingness on the part of Puma to put on for the culture by embracing the most respected figures in music and entertainment. Hussle joined fellow brand ambassadors such as Rihanna, The Weeknd, Big Sean, Meek Mill and Jay-Z (who became the creative director of Puma basketball in June 2018). But truly, nobody repped Puma quite like Hussle. It was apparent how much pride he took in being a part of the iconic brand that had become a staple of lifestyle footwear and apparel.
Puma sweatsuits and sneakers became as essential to Hussle’s everyday swag as his straight-back braids, picked-out beard and body mural of tattoos. He rocked Puma during shows, on private jets and, of course, in photo shoots for the brand’s ads. But most importantly to Hussle, the partnership led to collaboration within the community he so tirelessly sought to positively impact. With his Puma partners, Hussle designed and sold special-edition Puma products, from T-shirts and hoodies to pairs of Clydes, at his The Marathon Clothing store on Slauson Avenue in the Crenshaw area of Los Angeles. It was outside of this store that Hussle was shot and killed on March 31 at the age of 33. According to a report from TMZ, he went to the store on a whim, and without security, to get clothes for a friend who had just been released from prison after 20 years. Hussle wanted his homie to look fresh when he saw his family later that day.
As the community of L.A. and the worlds of music and sports mourned the death of the man born Ermias Asghedom and known as Nipsey Hussle tha Great, so did Puma.
“We’re extremely saddened by the passing of Nipsey Hussle,” the Puma brand said in a statement. “Beyond being a part of the Puma family, Nipsey was a talented musician, father, entrepreneur, community leader and inspiration to us all.”
Unlike some celebrity endorsers, Hussle had a genuine connection with Puma. The artist often made that known. “It’s not a one-way situation,” Hussle told brand consultant Ray Polanco Jr. during 2019 NBA All-Star Weekend in Charlotte, North Carolina. “It’s … more authentic. … It’s more of a realistic partnership outside of just cutting a check and supporting product. It’s a deeper, more dynamic relationship.”
Hussle noted that the shoe wouldn’t be personally branded. Instead, it would represent his store, and by extension his city and its people.
Hussle’s deal with Puma came at a very pivotal time in his life and career. A month after signing with the brand, he delivered his first and only studio album: the long-awaited, Grammy-nominated and now classic Victory Lap, which dropped during NBA All-Star Weekend last year in his city of Los Angeles. On his Instagram throughout 2018, Hussle primarily posted about three things. He encouraged folks to cop his album, promoted Marathon Clothing and showed Puma love that the brand always reciprocated. Hussle also became the face of multiple brand campaigns, including one for a collab on a collection with COOGI and another for the relaunch of the 1980s-era Puma California. “An L.A. classic,” the ad on display at Foot Locker read, “reborn on Nipsey Hussle.”
In October 2018, Hussle collaborated with Puma to refurbish and vividly repaint the basketball courts at 59th Street Elementary School, as well as donate $10,000 on behalf of the brand and The Marathon Clothing store, where Puma Clydes with “TMC” featured on the tongues first went on sale last summer.
“The various programs he founded and led in his neighborhood of Crenshaw will have a lasting impact on generations to come,” Puma continued in its statement after Hussle’s death. “He will be deeply missed, and our thoughts are with his family and loved ones.”
— Marc J. Spears (@MarcJSpearsESPN) April 2, 2019
When DeMarcus Cousins returned to the court in January, nearly a year after rupturing his Achilles tendon, the four-time NBA All-Star played his first game back with the Golden State Warriors wearing a Nipsey Hussle-inspired player exclusive that included the phrase “The Marathon Continues” on the midsoles. The following day, Puma threw a party for Hussle to celebrate his 2019 Grammy nomination. The brand even commissioned sneaker customizer Mache to create 36 pairs of special Puma RS-X Trophies that Hussle could give to the people who helped the album come to life. The event was hosted almost a year to the day that Hussle signed with the brand.
That fruitful first year of partnership paved the way for even stronger commitment from Puma to the rapper turned brand ambassador, which he revealed (again on Power 106) in what is now one of his final recorded interviews, this time on the L.A. Leakers program. Hussle announced a new deal for 2019 that would yield multiple co-branded collections with The Marathon Clothing, the first of which was scheduled to drop this fall and include apparel, accessories and a sneaker. But Hussle also noted that the shoe wouldn’t be personally branded. Instead, it would represent his store, and by extension his city and its people.
“It won’t be no Nipsey Hussle Puma shoe,” he said. “It’ll be a Marathon Puma shoe.”
Hopefully, this marathon of a partnership continues. We need that collection, and that sneaker, in memory of the late, great Nipsey Hussle — one of the realest, ever.