PUMA India has unveiled its latest campaign film for the iconic Palermo sneakers, starring Bollywood’s Gen Z sensations Ibrahim Ali Khan and Shanaya Kapoor. Marking their first on-screen appearance together, the film brings together style, spontaneity, and street-smart energy — all reflective of India’s vibrant youth culture.
Gen Z Vibes and Jugaad-Driven Cool
This two-minute film is a fun and fast-paced ode to youthful creativity, portraying how India’s Gen Z thrives on resourcefulness and self-expression. From hitchhiking to saving money, to turning a bedsheet into a rooftop movie screen, the film is bursting with jugaad spirit — making the most of what you have and doing it with flair.
Shanaya is seen upcycling an old PUMA jacket into a trendy new piece, while Ibrahim plays the laid-back friend who finds smart ways to get around. Together with their gang, they bring a sense of effortless style and community, perfectly complementing the vibe of the PUMA Palermo sneaker.
The Legacy of the Palermo Sneaker
First introduced as a terrace football trainer, the Palermo has evolved into a style staple known for its T-toe design and gum sole. In its latest Indian avatar, it symbolizes youth rebellion, freedom, and flair — a shoe that’s not just worn, but lived in.
The campaign also marks a follow-up to PUMA’s 2024 India launch of the Palermo sneaker, which was set against the backdrop of Mumbai, Kolkata, and Shillong — a celebration of city life, friendship, and individuality.
Star Power: Ibrahim and Shanaya Speak Out
Speaking about the campaign, Ibrahim Ali Khan said:
“The film is all heart, all hustle. PUMA knows how to take everyday moments and make them look super cool. It brought out a side of me that feels real.”
Shanaya Kapoor added:
“What I love about this film is that it’s not trying too hard. It’s authentic. The Palermo felt like a natural fit — easy, expressive, and fun to wear.”
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PUMA Palermo 2.0: A Fresh Drop
The release of the campaign coincides with the launch of new colourways and the Palermo Premium line, which offers a more refined, all-leather version of the classic silhouette — perfect for style-conscious sneakerheads looking for both edge and elegance.
PUMA Palermo: New Youth Icons After Kohli’s Exit
This campaign also marks a significant shift in PUMA India’s brand strategy. After the exit of Virat Kohli, one of the brand’s biggest endorsers, PUMA is clearly leaning into a youth-first approach, investing in new-gen Bollywood faces who resonate with India’s fast-evolving fashion and lifestyle culture.
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India’s Sportswear Market Is Booming
With India’s sportswear market valued at over ₹65,000 crore ($8 billion) and growing steadily, brands like PUMA are upping their game to stay ahead of global competitors like Nike, Adidas, and Under Armour, as well as local challengers like HRX, Campus, and Skechers India. Campaigns like Palermo 2.0 allow PUMA to cement its position as a youth-first, style-forward brand in India.
Final Takeaway
PUMA Palermo 2.0 isn’t just a sneaker campaign — it’s a cultural snapshot of India’s Gen Z. With Ibrahim Ali Khan and Shanaya Kapoor at the forefront, the film celebrates creativity, hustle, friendship, and the idea that style is not about money, but mindset.
