PUMA’s Palermo Sneaker Sparks Gen Z Jugaad Vibes with Fresh Faces

Reviving an Icon for a New Generation

PUMA’s Palermo silhouette, born in 1980s terrace-football culture, makes a dynamic comeback through India’s Gen Z lens. For its latest campaign, PUMA India recruits fresh faces Ibrahim Ali Khan and Shanaya Kapoor to embody the sneaker’s blend of performance and playfulness. Shot across three distinct cities—Mumbai’s graffiti-lined lanes, Kolkata’s heritage streets, and Shillong’s misty hills—the film highlights how a classic can be reimagined through youthful creativity.

Jugaad Moments in Every Step

At the heart of the narrative is the spirit of “jugaad”: resourceful, out-of-the-box problem solving that drives India’s youth. Shanaya transforms a discarded denim jacket into a chic crop top with Palermo’s gum sole peeking out underneath, while Ibrahim hitches a lift on a hand-painted tuk-tuk adorned with PUMA badges. Their camaraderie unfolds in quick-cut vignettes—flash-mob rooftop dance, impromptu street art session, and a midnight college run—each moment punctuated by a crisp Palermo track.

Cinematic Craft Meets Street Smarts

PUMA’s director leverages natural light and handheld camerawork to fuse polished aesthetics with gritty authenticity. Slow-motion shots of Palermo midsoles crunching gravel segue into sped-up montages of sneakerheads customizing their lace patterns. A moody soundtrack oscillates between Punjabi rap and electro-pop, reinforcing the campaign’s fusion of global design and local expression.

Multi-Channel Amplification

The campaign launches simultaneously on YouTube (2-minute hero film), Instagram Reels (30-second teasers), and PUMA’s Snapchat Discover channel (exclusive behind-the-scenes). In-store digital screens loop quick cutaways, while OOH hoardings in metro hubs capture the film’s most arresting frames—Shanaya perching atop a vintage Ambassador car, Ibrahim mid-flip off a gutter.

Limited-Edition Drops and Experiential Pop-Ups

PUMA rolls out a special “Palermo Jugaad Pack”—three exclusive colorways inspired by Mumbai monsoons, Kolkata sunrise hues, and Shillong mist. The PUMA app unveils an augmented-reality “Build Your Jugaad” experience: users mix color swatches and customize graphics before placing preorders. Pop-up “Sneaker Labs” in major malls let fans test shoe-printing at custom lacing stations and sample PUMA’s energy drink collaboration.

Fueling Community Creativity

To galvanize sneaker culture, PUMA invites street artists and fashion bloggers to host “Palermo Remix” workshops, teaching attendees to stencil, tie-dye, and doodle on plain canvas sneakers. User-generated art floods Instagram under #PalermoJugaad, with the best designs featured in a virtual gallery on PUMA’s website.

Measuring Impact and Legacy

Early buzz shows a surge in Palermo searches on PUMA’s site and a significant uptick in direct-to-consumer sales across urban youth demographics. More than a product push, this campaign repositions the Palermo as a canvas for self-expression—proof that heritage silhouettes can find fresh life through grassroots ingenuity.