Puma’s latest campaign for the iconic Palermo sneaker feels more like a youthful ode to Indian creativity than a standard product launch. Fronted by Gen Z torchbearers Ibrahim Ali Khan and Shanaya Kapoor, the campaign leans into the vibrant, resourceful energy that defines today’s youth where style isn’t bought, it’s made.
Instead of glossy perfection, the ad spotlights jugaad: a rooftop becomes a movie theatre with just a sheet and a projector, and a worn-out jacket gets a fresh second life. The Palermo sneaker moves effortlessly through these DIY worlds, framed not just as fashion, but as a co-conspirator in creative expression.
Shot across Mumbai, Kolkata, and Shillong, the visual storytelling captures the cultural contrast and color that feeds Gen Z’s aesthetic. And the casting of Ibrahim and Shanaya isn’t just about star power, it’s about relatability. They feel like friends you might actually know: stylish, experimental, and always doing the most with the least.
At the heart of the campaign is a shift in narrative from fashion as aspiration to fashion as experimentation. Puma seems to be saying: you don’t need a new world to make a statement, just a fresh lens and a solid pair of kicks.
Key Takeaway:
Puma’s Palermo relaunch hits the sweet spot where culture, creativity, and sneakers collide. With Ibrahim and Shanaya as its faces, the campaign becomes more than a fashion drop, it’s a vibe check for India’s DIY generation.