Known as the King of Grime, London-based rapper Skepta (real name Joseph Adenuga) recently unveiled his much-anticipated collaboration with Puma. After being announced as a Puma ambassador in 2022, Skepta’s inaugural capsule collection draws inspiration from his signature urban London look, featuring tracksuits and the brand-new sneaker silhouette, the Skope Forever.
The Puma Skope Forever style, co-created by Skepta and Puma, takes cues from early-2000s footwear designs and debuts in an iridescent colorway. The sneaker launched on May 18, 2024, and has already sold out, a testament to Skepta’s influence and the collection’s popularity.
Skepta took to X where he expressed his appreciation for the partnership with Puma, highlighting a contract that includes royalties for each pair sold. “My shoes selling out again, much better deal now I get royalties from shoes sold. Thank you to everybody on this shoe journey with me. Literally my dream come true #Skope,” he shared.
Prior to Puma, Skepta had a collaborative relationship with Nike that begin in 2017, a partnership resulting in half a dozen shoe and apparel capsules. On X, Skepta alluded to having worked out a more advantageous deal with Puma because it includes royalties. He wrote, “My shoes selling out again, much better deal now I get royalites from shoes sold. Thank you to everybody on this shoe journey with me. Literally my dream come true.”
However advantageous his deal is with Puma, it’s about to end. When asked by followers whether Puma might not appreciate his transparency, he shot back, “They know how I feel, I speak my mind. They’ve announced their sponsorship will end this August already. The clock is ticking.”
Check out Skepta’s Tweets below.
