Puma has linked up with Spotify to promote the relaunch of its Suede shoe via an audio campaign celebrating emerging music artists.

The Suede Music #ForAllTime campaign will see Puma debut a sequential audio ad series, influencer playlists, a disruptive homepage takeover, and sponsorship of Spotify’s ‘Who We Be’ playlist. Alongside that, the pair have created the ‘Suede Music Studio’ – a space for upcoming music talent, championed by rapper Ghetts.

The targeted audio ad series will tell the history of Puma Suede from the 1968 Olympic Games to the rock-steady crew. Meanwhile, the homepage takeover will direct listeners to a ‘Suede Music’ branded profile on Spotify, housing playlists curated by Puma cultural ambassadors as well as material created within the Suede Music Studio.

“Staying true to the ethos of Puma’s cult classic Suede shoe as it relaunches this week, we’re excited to announce Suede Music in partnership with Spotify,” said Ruth How, Head of Marketing Puma UK, Ireland, Benelux. “The platform offers the perfect place to engage with our audience, and we’re really excited to see the campaign play out.”

The campaign has launched today ahead of the release of the Puma Suede Classics from Friday 4 November. The Suede Music Studio will be open for the next six months.