Salehe Bembury Unveils Creative Transformation of Puma's Sneaker Line
Parijs, donderdag, 26 juni 2025.
Renowned fashion designer Salehe Bembury presented his latest Puma Velum sneaker model last Wednesday in Paris. During an exclusive pop-up in the Marais, he captured the essence of brand identity by transforming existing Puma elements with his unique design vision. Bembury compared his design process to a ‘Mr. Potato Head’ exercise, breathing new energy and perspective into existing product lines. This approach demonstrates how established brands can evolve through creative thinking and a deep understanding of brand heritage, without compromising their original identity.
Bembury’s Creative Design Philosophy
Salehe Bembury unveiled his new Puma Velum sneaker model in Paris on Wednesday, revealing a unique design approach. The American designer described his design process as a ‘Mr. Potato Head’ exercise, transforming existing elements from the Puma collection with his personal design vision [3]. Bembury explained that the goal was not to completely reinvent a product, but to reinterpret existing elements and add new perspectives.
Brand Identity and Innovation
The collaboration between Bembury and Puma originally began with the Hoops basketball line in 2024 [3]. However, they soon saw opportunities to approach consumer demand more broadly. Bembury emphasised the importance of brand heritage, stating that the value of a brand lies in its historical background [3]. By blending his creative identity with Puma’s DNA, he created a new model that is both innovative and recognisable.
Fashion World Context
The presentation took place during a period when sports brands are becoming increasingly prominent during fashion weeks [5]. With the 2024 Paris Olympics as a backdrop, brands like Puma, Nike, and Adidas see opportunities to strengthen their brand identity through innovative collaborations [5]. Bembury’s approach perfectly fits this trend of brand transformation and creative reinterpretation.