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PUMA’s latest evolution of the Rider franchise is a silhouette inspired by the rapid pace of city living: the Wild Rider. Much like the frenetic nature of city life, the Wild Rider layers fresh materials together and adds unexpected details along its midsole to exude a raw, edgy look. It’s a sneaker made for those always on the move, ready to take you on a wild ride at a moment’s notice.
So what better way to showcase the PUMA Wild Rider than with young creatives who are actually making moves and staying on the grind? For photographer @willnichols, who counts PUMA as a collaborative partner, he likes the challenge his line of work offers. “Working with PUMA always pushes my creativity forward. They challenge me to think about my environment in different ways, giving me that extra perspective,” he tells Highsnobiety.
Stylist Chimemeka Ugoji, better known as @luxeluce00 in the fashion industry, admires the creative freedom PUMA has given its designers. “They have some of the best collabs right now — everything from the brands they choose to work with to the designs. They’re on a roll,” he says.
Working with local creatives has given them a platform to represent their communities in an authentic way, according to content creator @ron_doug. “Every city has their own staple of motion and how they get around,” he says. “This project really gave creators a chance to capture their everyday life and city through their own lens.”
Scroll down to see how they’re rocking the PUMA Wild Rider along with more style inspiration from other young creators at the top of their game.