Skepta survived the massive COVID-19-related lockdowns, like countless others, with a mix of new and used items. The 40-year-old had the chance to paint during his time alone. Also. his first piece, “Mama Goes to Market,” sold for about $100,000 USD through Sotheby’s. He had the chance to reflect on his legacy and reevaluate his music and fashion ties.
Skepta and Nike jointly released two pairs of sneakers in 2021. However, it appears that their collaboration is over now that the British-Nigerian grime musician has joined forces with PUMA. Although the official press release for the partnership refers to Skepta as a global ambassador “who will work with the brand to design product and curate global marketing campaigns,” the partnership is actually between the German sportswear giant and Big Smoke Corporation, “A Multi-faceted Creative Collective Specialising in Music, Film, Fashion, and Entertainment founded by Joseph Adenuga,” as stated on Instagram.
Together with PUMA, Skepta remarked, “We can put our twist on fashion and style and develop a new way of thinking.” ” It’s an honor to work with a company that is so well-known worldwide. It ingraines and has a true grasp of youth and popular culture. Moreover, it also recognizes the value of partnerships and collaborations like this. Together, we look forward to growing and generating fresh opportunities for the coming generation”.
Given the importance of the Swoosh throughout the artist’s upbringing and professional career—Air Max sneakers and tracksuits were mainstays in the North London native’s wardrobe—Nike and Skepta seemed to be a great combination. But there appears to be a divide between Chief Joseph Olaitan Adenuga Jr. and the Swoosh due to a lack of creative autonomy. Skepta, however, is prepared to increase both his audience and the people in whom he has faith with PUMA.
Moreover, check out the Pokémon x PUMA collection launching on November 12th.