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Over the past decade, Salehe Bembury has developed a reputation as one of the most vital names in footwear. His trend-defining work with Yeezy and Versace changed the face of modern sneakers, and his collaborations with far-ranging brands like New Balance, Crocs, and Moncler are among the most reliably hyped in the world. Esteemed and popular—the rarest of combinations—Bembury has been living up to his image as the sneakerhead’s sneaker designer. Sneaker collectors are always on the lookout for what he’s up to next.
Now, Bembury is taking his talents to the world of basketball, as the 38-year-old New York native joins the global sports brand Puma. The brand has announced today that Bembury will be coming aboard its Hoops division, not only designing the brand’s next signature basketball sneaker but also helping to recruit its next signature athlete. “Salehe has had unrivaled success of bringing to life the intersection of sport, culture and fashion through product design and storytelling,” said Max Staiger, global head of basketball for Puma. Together, the new partnership “will bring game-changing newness and excitement to basketball athletes.”
“My designs are a platform for storytelling and cultivating community; an opportunity to breathe new meaning into a product,” Bembury said in a statement. “While my work has been known to cater to the outdoor space, a space I recently developed an intimate relationship with, my partnership with Puma Hoops will allow me to tell a more deeply rooted personal story.” Bembury has spoken of his deep-rooted love of basketball that he cultivated growing up in New York City in the 1990s. “I’ve played basketball my whole life and have a deep history, emotion, and nostalgia for the sport,” he said. “I’m excited to leverage this collaboration as a catalyst to introduce an untold side of me and engage a new community.”
Puma Hoops has had a successful year so far, building excitement with new performance sneakers from NBA rookie Scoot Henderson and WNBA All-Star Breanna Stewart, both of which have impressed with their technical build and eye-catching style. Their line of shoes with Hornets star Lamelo Ball, the Puma MB, has been a hit both on and off the court, with a number of sold-out colorways and coveted special editions. This feels like the ideal time for Puma Hoops to capitalize on its success and take the next step forward—and tapping a celebrated designer like Bembury, with deep roots in the sport and a strong personal vision that’s unique in the space, is the perfect way to do it.