Puma Retro Comeback: Cult Favorite Returns
- Puma is bringing back its Mostro sneaker, a shoe once favored by celebrities like Björk and Madonna, with a new campaign aimed at capturing the attention of Generation...
- The campaign, Puma's first collaboration with agency Anomaly, seeks to introduce the Mostro to a younger audience while referencing the Y2K rave scene that initially propelled the shoe...
- Justin Fly, group creative director at Anomaly, stated the campaign celebrates the Mostro's cultural history through the lens of a contemporary party night featuring Hamlin.
Puma decisively brings back the Mostro sneaker, a retro favorite that once graced the feet of icons adn dominated the early 2000s. This relaunch, spearheaded by model Amelia gray Hamlin, targets the style sensibilities of Gen Z, signaling a bold move to reignite the shoeS previous cultural impact. The campaign, developed in collaboration with the Anomaly agency, masterfully blends Y2K rave aesthetics with contemporary culture, a throwback for some and a finding for a new audience.With digital and social media channels now alive with the revival, the Mostro’s return signifies Puma’s strategic push to reclaim its position in the competitive sportswear market. For more insights on this and othre industry trends, check out updates from News Directory 3.Discover what’s next for Puma as it continues its strategic moves.
Puma Taps Amelia Hamlin to Revive Mostro Sneaker for Gen Z
Updated June 03, 2025
Puma is bringing back its Mostro sneaker, a shoe once favored by celebrities like Björk and Madonna, with a new campaign aimed at capturing the attention of Generation Z. Model and influencer Amelia Gray Hamlin will be the face of the campaign.
The campaign, Puma’s first collaboration with agency Anomaly, seeks to introduce the Mostro to a younger audience while referencing the Y2K rave scene that initially propelled the shoe to popularity.Ads began appearing June 3 across digital and social media platforms, with more content planned. The ads depict Hamlin experiencing a night out, blending Y2K aesthetics with modern cultural elements.
Justin Fly, group creative director at Anomaly, stated the campaign celebrates the Mostro’s cultural history through the lens of a contemporary party night featuring Hamlin. camille Boumans directed the campaign, with Tereza Mundilová handling photography through BWGTBLD production company.
The Mostro, whose name comes from the Italian word for “monster,” debuted in 1999. Madonna’s wearing the sneaker during her 2001 Drowned World Tour considerably boosted its profile.Puma relaunched the Mostro last year through collaborations with the Berlin fashion label Ottolinger and rapper A$AP Rocky.
The return of the Mostro is part of a larger trend among sneaker brands to revive classic designs, similar to Nike’s Air Max 95 Neon and Adidas’ Japan, Taekwondo, and Tokyo models.
The partnership with Hamlin is part of Puma’s broader strategy to connect with younger consumers as it seeks to compete with industry giants Adidas and Nike, as well as emerging brands like On and Hoka.In March, Puma launched “Go Wild,” its largest global campaign to date, focusing on sports performance. The initial ad, created by adam&eveDDB, emphasized running and marked a new marketing approach aimed at resonating with Gen Z.
This marketing push follows Puma’s declaration earlier this year that it would cut 500 jobs globally and close some underperforming stores as part of a cost-reduction initiative.
What’s next
Puma plans to continue its focus on strategic partnerships and innovative marketing campaigns to solidify its position among younger consumers and strengthen its competitive edge in the sportswear market.