October 15, 2024: Sports brand PUMA India has shot a light-hearted ad film with young actor Ibrahim Ali Khan Pataudi accenting its iconic Palermo sneaker – the classic silhouette steeped in football heritage, terrace culture and Italian elegance. The new film stars PUMA brand ambassador Ibrahim along with up-and-coming content creators and regional influencers, whooping it up in colourful sneakers. Dropped by the sports brand on its socials today, the 1-minute odd film captures the essence of friendship, street style and carefree adventures against the cultural backdrop of India’s three bustling urban landscapes – Mumbai’s hidden gems, Kolkata’s artistic corners and Shillong’s scenic lanes.
Joining Ibrahim in the film is actor Ayesha Kanga, famed for her role in the acclaimed Netflix series, ‘Class’ and as fashion figure in the Gen Z cosmos. Ayesha is also seen in the spectrum of colourways of Palermo’s mammoth new collection, expressing distinct style and unmistakable fashion aesthetic.
To add to the cheerful and high-spirited visuals, the mood film is set to an upbeat soundtrack called ‘Jeelo,’ curated by music composer Achint Thakkar, known for his compositions in the film Jigra, the score of Scam 1992 and as part of the band Khalasi Trio. The playful soundtrack created by Achint for PUMA’s film weaves in vintage influences of ‘60s Bollywood music to celebrate the carefree spirit of youth, which seamlessly blends in with a viewer’s visual journey across the three cities featured.
Kickstarting a dialogue on India vibe, the film evokes the multicultural nuances of our diverse landscape by taking the Palermo sneaker to the streets of Mumbai, Kolkata and Shillong. The juxtaposition delightfully puts the spotlight on how distinctively fashion is used by Indians to create their own style vocabulary and assert self-expression.
With this film, PUMA India and the Palermo sneaker bring a fresh take on street style where every step and every moment with friends is captured as a sunny adventure. The film perfectly captures unfiltered moments of adolescence — spontaneous escapades with friends, goofing around at cafes and sneaking into abandoned spaces to riding uphill for breathtaking scenic views. Leading the banter is Ibrahim Ali Khan Pataudi, featuring in his first ever motion-film, that reflects the youthful energy of the brand’s iconic sneaker.
Sharing his excitement, Ibrahim Ali Khan Pataudi, actor & PUMA India Ambassador said: “Being part of a brand like PUMA that stands for innovative designs and effortlessly merges street style with culture is incredibly thrilling! My new ad film with PUMA is right up my alley, capturing everything from streetwear, travel, music and fun banter with friends. It is all about those unfiltered moments of just being yourself, exploring new spots, and letting the city’s energy and character take over. PUMA India has yet again kept it raw and real with this launch, and I can’t wait for everyone to rock the Palermo sneakers and create their own memories with it.”
The Palermo sneaker has made a powerful comeback from the PUMA archives, building on the sports brand’s heritage within football. The sneaker has its origins in the 1980s UK terrace culture, where football fans revolutionized style with luxury fashion and high-end trainers. The Palermo shoe, named after the city of Palermo, had emerged as a symbol of sophistication, rooted in Italian elegance. The trend has returned with playful new energy and emotion.
Commenting on the occasion, Karthik Balagopalan, Managing Director of PUMA India, said, “The Palermo sneaker is back, making a bold statement and capturing India’s distinct cosmopolitan street style as a beloved staple. By teaming up with Ibrahim Ali Khan Pataudi, we at PUMA India have crafted a beautiful film that tells a story beyond this classic shoe; it scripts a versatile and dynamic lifestyle that speaks to today’s youth. Each chosen city in our film brings its own unique flavour, and our Palermo in its attractive colourways captures that spirit, making it the ultimate sneaker for anyone looking to incorporate this OG classic into their contemporary wardrobe to express their personal style!”
The Palermo is now available at PUMA stores, on Puma.com, and the PUMA shopping app.
