PUMA announces the signing of one of the biggest break- through acts of 2024, British singer-songwriter Sekou, as the brand’s newest ambassador. As the new face of PUMA, Sekou fronts the brand’s Super Team campaign featuring the latest colourways of PUMA’s OG Super Team Suede silhouette.

The Ashby, Leicester-born rising star, first garnered industry attention at just 16, when he was signed by label NWS Music after posting soulful covers online. With roots in the church and an appreciation for Gospel music, Sekou’s powerful and emotive vocal ability has captivated the attention of industry titans such as Quincy Jones, Timbaland, John Legend, Labrinth, Anderson.Paak, Bruno Mars and fellow PUMA ambassador Dua Lipa amongst others.

Today, at the tender age of 19, he is the youngest-ever nominee for the BRITs’ coveted ‘Rising Star’ award and Amazon Music Breakthrough UK: Artists to Watch 2024, widely lauded as “a voice of this generation”. His breakout single ‘Better Man,’ performed for the first time at BBC Introducing’s tent at Glastonbury in 2022, showcases Sekou’s silky vocals and heartfelt lyricism on topics many may find relatable like redemption, self-reflection, and growth. Sekou’s classic, contemporary and personal music is effortlessly reflected in his individual and vibrant, yet relaxed sense of style.

Sekou and PUMA share the same values of being determined, confident, joyful, and brave, as the brands new face of menswear, Sekou will collaborate with the sporting giant to drive PUMA’s classic business. Puma’s decision to sign with rising star Sekou as their new ambassador stems from their commitment to fostering emerging talent within the music industry. Sekou’s energy, talent, and vision aligns seamlessly with Puma’s ethos of embracing creativity and individuality. As Sekou embarks on an exciting journey ahead, Puma sees an opportunity to help amplify, creating a partnership poised to inspire others. Together, they anticipate an exciting and impactful year ahead.

Kicking off the partnership, Sekou stars in PUMA’s Super Team Suede campaign, shot ‘on home soil’ of the recording studio, a hangout and training ground which has shaped the Soul star’s distinguished style. Sekou wears the latest Super Team Suede release that first hit the scene in 1982, now reintroduced in ‘Fresh Mint’, ‘Blue Skies’ and ‘Team Regal Red’ with an updated modernised design, contrast stitching through the midsole for better adhesion to a new suede upper and a gum cup-sole with a separate heel piece, true to the OG, made for handball goalkeepers.

The Puma Super Team Suede is available in “Fresh Mint”, “Blue Skies” and “Team Regal Red” colorways from Friday 12th March 2024 from PUMA.com, PUMA flagship stores, and selected retailers.

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