Our New Wave Community's Take on the PUMA Skope Creative Directed by Amy Ibukunoluwa Lewis

Earlier this year, PUMA and Skepta continued their dynamic partnership with the release of the Skope Forever Mid, a silhouette that draws on the brand’s heritage while reimagining it through Skepta’s distinct perspective. Known for blending the grit of London street culture with forward-thinking design, Skepta once again pushes the boundaries of sneaker design by bridging functionality and style.

Creative Director - Amy Ibukunoluwa Lewis

Producer - Abiola Olaitan

Photographer - Aaron Paul Walker

DoP/Colourist - Zain Zaidi

Camera Op - Armzy

Gaffer - Harry Block

Stylist - Rachel Doku

Production Assistant - Jude Bourne

Stylist Assistant - Kai Forbes 

Editor - Amara Ati

For 2025, the Skope Forever Mid evolves into a striking new palette of sleek black leather and light grey mesh, elevated by bold turquoise laces that lend a fresh edge to the design. Hiking-inspired details, such as the premium leather upper, rope laces, and hiking-style lace stays true to the shoe’s DNA, while Skepta’s reinterpretation ensures the silhouette feels as relevant to the streets as it does to the trails. The drop also includes specially designed gloves, a nod to both style and utility, rounding out the collection as a complete statement.

First launched in May 2024, the original Skope Forever sneaker captured early-2000s aesthetics with a modern lens. This latest iteration carries that vision forward, offering a refined update that continues to blur the line between nostalgia and innovation.

New Wave Community member Amy Ibukunoluwa Lewis was given the opportunity to creatively direct a special spotlight featuring the shoe. Her concept demonstrates a strong understanding of the brief, with a unique and thoughtful approach to the shoe’s narrative. The duality between the male and female models, alongside subtle beauty references, adds depth and balance to the visual storytelling. 

Reflecting on the process, Lewis shared: “This campaign enabled me to work with a range of talented people in the industry, which deepened my connection to it. Moreover, leading the campaign through all production stages developed my understanding of creating end-to-end campaigns for major brands such as PUMA.”

The campaign narrative follows a female and male model from different backgrounds as they leave their respective areas to hike, weaving together stories from across London. The concept reflects both Skepta’s Tottenham working-class roots and the traditional stereotypes of hiking culture, creating a dialogue between urban identity and outdoor exploration. Shot using a single pair of the Skope Forever Low, the imagery blends dynamic portrait and landscape photography to showcase the sneaker in two contrasting London settings. The series concludes with a set of duo and solo shots framed within the city’s greenery, resulting in a cohesive body of eight striking images that highlight both the versatility of the shoe and the layered storytelling at the heart of the campaign.

Amy also spoke on the atmosphere of the shoot itself: “My most memorable moments were definitely on set. Seeing everyone come together to create a body of work, sharing laughs over lunch whilst focusing on set — it was such an amazing experience.”

For Lewis, leading a larger team where many members were meeting for the first time on set underscored the importance of clear communication, a skill she honed to ensure the production ran smoothly. Looking ahead, she sees digital communication as a key priority in both her personal and professional growth. On the creative side, the PUMA x Skepta Skope Lows impressed not only visually but also in performance, transitioning seamlessly between concrete streets and woodland terrain, a versatility the models themselves praised. The asymmetry between the leather and fabric created organic, lake-like patterns that reinforced the shoe’s hiking-inspired design, while subtle details, such as the PUMA x Skepta logo on the sole, brought the sneaker’s storytelling together with precision.

Lewis described the project as a chance to balance creativity with commercial appeal, noting: “The PUMA X SKEPTA Skope Lows provided the perfect opportunity to create a more commercial campaign while still integrating my creative storytelling style.” This dual approach underscored her ability to elevate a product-driven brief with layered narrative elements, ensuring the campaign resonated not only as a showcase for the sneaker but also as a cultural statement shaped by her vision.

Looking to the future, Lewis expressed her interest in expanding the collaboration into a broader lifestyle direction: “When working with PUMA again, I would want to shoot a lifestyle campaign, showcasing PUMA wear embedded in everyday wardrobes, from the classic Geezer to the modern fashion girl.” This vision highlights her ability to situate the brand at the intersection of heritage and contemporary culture, capturing how PUMA pieces naturally integrate into diverse style identities.

With Skepta’s vision at the helm and the New Wave Community spotlighting its cultural resonance, the PUMA Skope Forever Mid stands as a symbol of reinvention, a call to embrace heritage while stepping boldly into the future.