Anomaly has unveiled its first global campaign for iconic sportswear brand PUMA, spotlighting the legendary PUMA Mostro sneaker and featuring model Amelia Gray.

The campaign brings a modern twist to the classic PUMA Mostro, taking cues from its roots in Y2K rave culture – where the original design gained a devoted following.

Spanning three product drops, the campaign follows a single protagonist through the stages of a night out, capturing the excitement and distinct moments that defined that era.

It aims to present the sneaker as a symbol of individuality and self-expression, appealing to both longtime fans and a new generation. Amelia Gray brings a fresh energy to the story, aligning with PUMA’s global appeal.

“We’re excited to drop the Mostro campaign and our first collaboration with PUMA Sportstyle,” said Justin Fly, group creative director at Anomaly. “The work celebrates the cultural legacy of the Mostro, but through the contemporary lens of a night out partying with the iconic Amelia Gray.”

The campaign was produced by BWGTBLD, directed by Camille Boumans, with photography by Tereza Mundilová capturing its visual identity.