Lauren London debuted her new “Forever Stronger” campaign with Puma on Tuesday and paid tribute to Nipsey Hussle as part of her new collaboration with Puma. Nipsey previously collaborated with the brand.
Lauren debuted her Forever Stronger range with a video and accompanying poem written by the 2020 Grammy nominated artist’s sister, Samantha Smith, that expressed her healing.
“There is nothing to hide here, No way to pretend. We relate, we disagree, we disengage. We are running into each other. We are the song that writes itself. The melody replays in the key of elevated living. We forget the words, we never forget the feeling. Glory and divinity conduct our symphony.”
“Lauren London is proud to join forces with Puma to support her on this next chapter of her journey,” reads a statement in the video’s bio. “This piece was a creative vision Lauren wanted to bring to life to signify the continuation of her marathon alongside Puma. Forever Stronger.”
The video, directed by Danny Williams and edited by Matt Tolkin, features multiple nods to the late Nipsey Hussle.