Once a symbol of 2000s track & field, PUMA’s H-Street returns to the streets reimagined through the lens of a new generation. We are ushering the OG sneaker into a new era of being loud and proud, while aimlessly dismantling boundaries with Shala the Unicorn, a multidisciplinary artist whose work spans painting, illustration, sculpture, and creative direction.

Born Shala Martin, she is known for her vibrant and often surreal visual language that explores themes of identity, fantasy, and self-expression. Her practice challenges conventional representations and invites viewers to engage with alternative narratives.

With its name derived from the Swahili word “Harambee,” meaning “all pull together,” the PUMA H-Street, formerly known as the PUMA Harambee, was conceived on the track with roots dating back to 1998, a time when it was still referred to as the “PUMA Komen,” named after Daniel Komen, the Kenyan long-distance runner who broke the world record in 1997.

Fast forward to 2025, and a new era of H-Street has emerged. It still carries its runner DNA, but with a revival that connects to Gen Z and the rise of hybrid street–performance styles. That’s the beauty of cyclical fashion, it allows us to revisit the past through nostalgia and the heritage the shoe carries.

The H-Street was born on the track but made for the streets, this a fusion of sport heritage and modern urban culture. We created this campaign to capture that duality through a visual language that celebrates movement, freedom, and being effortlessly bold.

Through the creative direction, we built Shala a world that draws contrast between early 2000s running aesthetics and the playful chaos of contemporary fashion—a visual space that feels nostalgic yet forward-thinking, raw yet expressive.

Shala is reclaiming speed as self-expression, moving through everyday moments, the H-Street, to us, symbolizes rhythm, resilience, and identity. The H-Street isn’t just back… it’s moving faster, freer, and with more purpose than ever.