PUMA has launched a new marketing campaign titled “FOR ALL TIME,” highlighting the rich history of the brand and its legacy as the “Classic” sneaker brand. The campaign features “The Collective,” executive produced by PUMA Basketball and Classics Creative Director JAY-Z and Roc Nation’s Emory Jones.

“The Collective” is a team of industry-leading individuals consisting of creatives and storytellers that help shape culture in their respective fields. The lineup includes Emory Jones, Hype Williams, June Ambrose, Dapper Dan, Walt “Clyde” Frazier, Lenny “Kodaklens” Santiago, Mike Camargo (aka Upscale Vandal), and Rhuigi Villaseñor.

Award-winning director Nadia Hallgren has created a series of short films that profiles each member, highlighting each of their individual’s stories, their relationship with PUMA sneakers, and their take on what it means to be a Classic. Kicking off the campaign is Roc Nation’s Emory Jones and his personal connection to the PUMA Suede.

PUMA welcomes the next generation to vicariously see the past through the eyes of “The Collective” and invites the future to carry on their story. A key element of the campaign is to develop and support future creatives with mentorships, financial grants, and promotional support by “The Collective.”

The PUMA “FOR ALL TIME” campaign will continue to roll out throughout the year with monthly updates. Next up is Mike Camargo in May, followed by June Ambrose in June. PUMA Classic styles highlighted in the campaign can be purchased on the PUMA FOR ALL TIME product page.

Check out Emory Jones’ “FOR ALL TIME” episode below. Stay tuned to Modern Notoriety for updates on the “FOR ALL TIME” campaign.