PUMA x ALIFE collaboration shows us the lifestyle direction and vision PUMA have right now. Their move to sign Rhianna as creative director is another example of why PUMA is a brand for the street style lovers to follow.
At the event in a Shorditch underground venue I saw what the PUMA lifestyle vibe was all about. They had Mob Deep performing along with some street style icons attending the event.
During my Soccer Bible shoot I was introduced to some of the new PUMA x ALIFE collections and I fell in love with it since then.