PUMA celebrates the history of the Palermo sneakers

This 2023 marks the grand relaunch of the PUMA Palermo, a retro icon rooted in the football fan culture of the '80s. The new collections that have reintroduced the unmistakable sleek and colorful silhouette of Palermo have pushed their versatility to the extreme, drawing inspiration from the vast brand archive and adding new features to fuel their evolution. Today, Palermo is a favorite among international stars like Dua Lipa and Jack Grealish, continuing to be chosen by new generations as a cornerstone of their style. The latest chapter of PUMA Palermo has been written by nss, with a photoshoot commemorating the football aesthetic of the sneaker in an urban context. Like a heartfelt rom-com from the nostalgic 2000s, the campaign tells the story of the romantic escape of two protagonists who enjoy their freedom carefree, accompanied by the inevitable Palermo.

In nss's images for PUMA, the DNA of Palermo that began to take shape forty years ago with the launch of a special series dedicated to various European cities takes on a new form. Drawing inspiration from the blokecore aesthetic that has reached its peak success in 2023, the campaign styling reflects the world of football with the special addition of a poetic dynamic, all in an Italian way. Shortly after dusk, the two individuals break into a sports center and spend time together by the pool, a moment of intimacy that in the new millennium holds the same emotional charge as in the past. Football enthusiasts brought Palermo into the spotlight, demonstrating the perfect aesthetic balance between sports and lifestyle that has characterized the sneaker since its origins and is now found in the beloved blokecore of the Gen Z. The velvety leather upper, T-toe, and the inevitable rubber sole remain the same, but today Palermo has been projected into a dynamic and creative universe, a aspect that has been framed by a nostalgic flair in the images of this new PUMA campaign.

Videomaker Enrico Maspero