# Tribute-Paying Sportswear Campaigns PUMA's 'Forever Stronger' Campaign is a Nipsey Hussle Tribute By Kalin Ned | Published 2019-12-12 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/nipsey-hussel-tribute References: [highsnobiety](https://www.highsnobiety.com/p/lauren-london-puma-nipsey-hussle-tribute-video/) & [youtube](https://www.youtube.com/watch?v=6CfldD53MSg&feature=emb_title) Sportswear brand [PUMA](https://www.trendhunter.com/trends/effortlessly-cool) gains recognition for its latest campaign which is a Nipsey Hussle tribute. The rapper, entrepreneur and activist was shot in front of his [Marathon Clothing](https://www.trendhunter.com/trends/dirt-camp) store on March 31st. In remembrance of his death, [PUMA launches the 'Forever Stronger' campaign](https://www.trendhunter.com/trends/puma-x-247-collection), with a video that was shot and directed by Danny Williams. The Nipsey Hussle tribute features the late rapper's girlfriend -- actress and model Lauren London, who reads a touching poem written by Samantha Smith. The camera explores "Nipsey’s LA stomping grounds of Crenshaw and Slauson," offering a concise and heartfelt approach that is bound to be emotional for fans. The 'Forever Stonger' campaign is successful in honouring Nipsey Hussle. as well as placing Lauren London as a thriving collaborator of PUMA. Image Credit: YouTube/ Danny Willams ## Trend Insights (Trend Hunter) - Score: 2.0/10 - Popularity: 10% | Activity: 42% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Tribute-paying Sportswear Campaigns:** Creating campaigns that pay tribute to influential figures can generate strong emotional connections with consumers and enhance brand loyalty. - **Collaborations with Influencers:** Partnering with influential figures like actors, musicians, or activists can amplify brand messages and reach a wider audience. - **Emotional Storytelling in Marketing:** Using emotional storytelling techniques in marketing campaigns can create a deeper connection with consumers and evoke strong brand associations. ### Who This Affects Most - **Sportswear:** The sportswear industry can leverage tribute-paying campaigns to celebrate athletes, musicians, or cultural icons and connect with consumers on a personal level. - **Fashion:** The fashion industry can collaborate with actors, musicians, or other influencers to create impactful campaigns that resonate with their target audience and drive brand engagement. - **Marketing and Advertising:** The marketing and advertising industry can adopt emotional storytelling techniques to create compelling campaigns that capture attention and build brand affinity. ## Related on Trend Hunter - [Fitness Instructor-Inspired Sports Capsules](https://www.trendhunter.com/trends/effortlessly-cool.md) - [Global Runner-Inspired Campaigns](https://www.trendhunter.com/trends/go-wild-campaign.md) - [Vibrant Runner-Targeted Commercials](https://www.trendhunter.com/trends/puma-southeast-asia.md) - [Sporty Fashion Spring Campaigns](https://www.trendhunter.com/trends/1000-back.md) - [Diversity-Focused Fitness Campaigns](https://www.trendhunter.com/trends/united-we-sweat.md) - [Athlete Celebrity Campaigns](https://www.trendhunter.com/trends/zne-collection.md) - [Individuality-Focused Brand Campaigns](https://www.trendhunter.com/trends/adidas-originals-new-campaign.md) - [Collegiate Sneaker Campaigns](https://www.trendhunter.com/trends/sisterhood-in-style.md) - [Athletic Beauty Collabs](https://www.trendhunter.com/trends/rematch-debuted.md)