Puma’s latest campaign, Represent698, is all about authenticity – and they have chosen some of South Africa’s finest to #Represent. Covering a dynamic mix of interviews, video, imagery and social media activity, the campaign is capturing the moments in their lives. The crew, made up of Jack Parow, Riky Rick, Das Kapital, PH Fat, Nonku Phiri, Nicci St Bruce and Rolo Rozay will show the world what it means to Represent – while wearing PUMA’s iconic Trinomic R698.

The sneaker, rich in heritage, was originally designed as a performance runner in the ‘90s and sped off the track to become synonymous with urban street style and cement its place in sneaker history.

In these fast moving times there’s very little that’s more important to an artist than to stay true to him or herself. Check out vids of Jack Parow, Das Kapital and Ricky Rick keeping it real.

Styles to be found at PUMA stores nationwide, as well as selected sneaker retailers this season are the R698 Basic Tech Sport Women’s available in glacier-white for R1 299 and the R698 Mesh–Neoprene available in black for R1 399. There’s also the luxe R698 Allover Suede available in Italian plum, high-risk red, peacoat and black for R1 399 and the R698 Fast Graphic Women’s available in black-and-white, with coral details for R1 299.

Be sure to check out Puma Select Stores in Braamfontein and Bree Street, Cape Town.