Salehe Bembury x PUMA Hoops: Pioneering the future of basketball footwear

Salehe Bembury is rapidly ascending the ranks of the fashion industry, particularly in the realm of footwear design. Most recently, Bembury has officially joined the PUMA family as the latest external designer, eager to contribute his unique vision. His collaboration aims to elevate PUMA's position in the competitive market of basketball sneakers. As part of this exciting partnership, Bembury will be integrated into the brand's basketball division, where he will work closely with the next signature PUMA athlete. In this role, he will help design the athlete's sneaker and infuse it with his distinctive style and innovative approach to footwear.

For those who may not be familiar with Salehe Bembury's impressive body of work, it is worth noting that the New York-based designer has made significant waves in the fashion industry through his collaborations with well-known brands such as New Balance and Crocs in recent years. By merging his distinctive aesthetic with the established styles of these brands, Bembury has successfully created truly unique footwear pieces that stand out in the market.

Salehe Bembury aims to incorporate his signature design motifs into the PUMA brand.

Bembury graduated from Syracuse University, where he earned a degree in industrial design. Following his graduation, he set his sights on various opportunities across multiple companies, honing his craft and expanding his professional experience. In 2015, he joined Yeezy, the fashion brand founded by Kanye West, and made a notable impact by contributing to Yeezy Season 3 and Season 4. The latter collection was famously previewed during Kanye West's highly publicized "The Life of Pablo" listening event, which took place at Madison Square Garden on February 11, 2016. This event marked a significant moment in both the music and fashion worlds, showcasing Bembury's innovative design perspective.

"The landscape of basketball has largely remained unchanged for the past three decades. However, I haven’t observed any other brands embracing innovation and transformation quite like Puma," Bembury remarked during Puma's Hoops Day event, where the exciting collaboration was officially unveiled. In the realm of basketball, Puma has notably gained significant traction with high-profile signature athletes, including LaMelo Ball and Breanna Stewart.

Additionally, the brand recently featured rapper J. Cole as a prominent figure in their collaborations, further solidifying its commitment to merging sports and culture freshly and dynamically. Through these strategic partnerships and a focus on forward-thinking design, Puma is positioning itself as a true leader in the evolving world of basketball footwear.

"“What a lot of brands fail to realize is that what is necessary for shaking up that space is change and evolution.”"

Salehe Bembury

Bembury expressed his "lifelong love" for both footwear and basketball, making the opportunity to combine the two a dream come true for him. He noted that the "newness" and "constant innovation" were key factors in his decision to sign with Puma. As an observer, it's evident that Puma has recently embraced a more progressive approach to the design and aesthetics of basketball sneakers. In my view, aside from the Adidas-branded Yeezy QNTM basketball sneaker, Puma has maintained a high level of innovation in design.

""A lot of brands really try to figure out how to create footwear that works equally on the court and off the court, but if you look at the history of basketball footwear, the shoes that are successful off the courts come from moments that happen on the court.”"

Salehe Bembury

There is currently no official release date for the partnership, as it was just announced. Since the partnership is non-exclusive, Bembury will still be able to collaborate with other brands. However, we anticipate some developments shortly, with specific announcements expected in about a year.