Skepta Says Puma Is 'Much Better Deal' Than Nike, Reveals New Sneaker Collaboration

Skepta officially revealed his new sneaker collaboration with Puma, calling the deal "much better" than his previous partnership with Nike. He now earns royalties on each shoe sold.

Skepta Celebrates Puma Collaboration on Social Media, Highlights Royalties and Creative Freedom Compared to Nike

According to Complex, Skepta took to social media to express his gratitude, a sentiment shared by his fans and sneaker enthusiasts alike, for his current collaboration with the global sportswear brand.

On May 18, Skepta announced the debut of his first Puma line on X.

"My shoes are selling out again," he wrote. "It's a much better deal now that I get royalties from shoes sold. Thank you to everybody on this shoe journey with me. Literally my dream come true."

Skepta compared his relationship with Puma, claiming he earns royalties on every shoe sold, to his deal with Nike, the first brand to collaborate with Skepta on sneaker designs.

Without identifying Nike, Skepta stated that despite his numerous sneaker projects with the brand, the company "still treated me like an influencer because I haven't been to school for shoe design."

Skepta and Nike's debut shoe collaboration, which dropped in September 2017, was an iridescent Air Max 97. This marked a significant milestone in Skepta's career, as he signed a deal with Nike following the success of this collaboration. The partnership resulted in five more releases, including the Air Max 97/BW, Air Max Deluxe, Shox TL, Air Max Tailwind 5, and Phantom GT Elite FG, each one a testament to Skepta's unique design aesthetic and growing influence in the sneaker industry.

Skepta's Determination to prove himself in the sneaker industry is unwavering. He has time and again showcased his talent in Portland, the city Nike calls home. Now, he's in Nuremberg, with a much better situation for himself and his team, a testament to his resilience and success.

Skepta Unveils New Puma Sneaker After Weeks of Rumors, Highlighting Creative Freedom and Unique Design

Rumors about Skepta and Puma's new collaboration have been circulating for weeks. The grime musician first entered the sneaker market by partnering with Nike for the SK Air Line before signing with Puma in 2022. He made his debut with the company later that year with the RS-X, but amid his directorial debut and work on the Mas Tiempo brand, it seemed that activity with Puma had quieted down.

That changed late last month when the BBK icon created a finsta to document the behind-the-scenes process of planning the next partnership. As word spread, the shoe's popularity surged. The Forever Black shoe has been officially unveiled and is set to retail on May 18. Skepta was given significant creative freedom over the design, resulting in a distinctive silhouette.

The sneaker features circular cutouts that reveal black mesh underneath, a reflective design contrasting with the deep black, and the customary co-branding on the heel counter and tongue. Skepta drew inspiration from past Puma designs, incorporating metallic features, alternating yellow and orange laces, and an all-chrome packaging.

On May 18, the new Skepta x Puma collaboration will be available on the Puma website.

Photo: Paul Steuber/Unsplash