meditation in motion. puma drops the campaign of the year for the new deviate pure nitro.

(puma, 2026)

TACKLING THE MARATHON THROUGH THE ART OF MEDITATION.

PUMA cooked with this one and rumour has it that the coldest campaign of the year conversations have already started. The monks take an oath of silence but this buddhist blitz screams way louder than words. In a world where logo placement just doesn’t shine bright enough no more, we’re looking for those brands who decide to flip the switch when the lights go dark. It’s time to put hands together and bow down to PUMA because they went outside the Wold Marathon Majors to drop their new Deviate Pure Nitro shoe alongside the start line of the Ladakh Marathon. To have the world lining up on the start line in these creps means making noise before the sound of the gun and there’s enough firepower taken in this monastery to let off a cannon. Word to the Arse, because these gunners are putting a different meaning into the PUMA crep, red robe aesthetic. The Ladakh Marathon named the “World’s Highest Marathon”, is one for the most serious, we’ll call this red, “Fly Emirates” because there’s only one way to reach the top. A race ranging from a height of 11,500 to 16,500ft, this one’s a campaign built around one route, one monastery, the pitch seems simple, but the tek on the PUMA creators is rude. A race that demands discipline and total concentration, take this one to the roots, open up the scroll of Buddhist brilliance and photograph where composure in the Deviate Pure really lies.

(famous campaigns, 2026)

THE LADAKH MARATHON.

The context behind the shoe has just as much a story as the mileage that’s about to be stomped beneath it. “A beacon of endurance, spirit and breathtaking beauty”, the way they describe the unique marathon that transcends regular running to a celebration of difference. It’s about bringing together different backgrounds, geographies and camaraderie, this carnival is about to boot off from a different type of reload. A race that’s developed into one of the most prestigious altitude races in the world, it’s etched in the history books but it’s not only for the nostalgia merchants, the story is still being written, word to Oda because this One Piece is a journey across the seas and up to the skies.

NOTHING LEFT UNCLAIMED.

(ladakhmarathon, 2026)

(famouscampaigns, 2026)