[Update 20 January 2025] Salehe Bembury is proving he has the Midas Touch, perpetuating the revival of Crocs, and now, PUMA. Since the announcement of his signing with the German legacy sportswear brand last year, the designer himself has finally unveiled a new silhouette, likely a retrofitting of the PUMA Deviate NITRO, replete with his signatures.

Top-tier trailblazer and tastemaker Salehe Bembury shared a cryptic social media post teasing his next high-profile partnership. The image, captured on the tarmac beside a private jet, depicts a sign emblazoned with the words “TOP SECRET PUMA IDEAS”.

Bembury, renowned for his innovative designs and masterful storytelling through footwear, has fostered a loyal following. His past partnerships, most notably with New Balance (and Crocs), have consistently pushed boundaries and redefined expectations. This latest Instagram post has understandably sparked a wave of questions amongst his fans.

Concerns regarding Bembury’s ongoing commitment to the aforementioned New Balance were quickly quelled by the designer himself. Responding to a follower’s inquiry, he confidently asserted, “Much more” is to come from his long-standing partnership.

Further quashing concerns about juggling multiple brands, Bembury offered an enigmatic yet insightful response: “Sturdy contracts and sound communication.” This seemingly straightforward statement hints at a carefully constructed ecosystem within the design world, where collaboration and competition coexist.

Details surrounding the project with the German legacy brand remains undisclosed. Regardless, PUMA, known for their pedigree in athletics and progressive collaborations with the likes of Rihanna and A$AP Rocky, seems a natural fit for Bembury’s design sensibilities.

Whether this translates into a groundbreaking collaboration or simply serves to further solidify his status as a design maverick, only time will tell. Stay tuned!

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