PUMA x Kylie – What Will We See Next?

When it comes to Kylie Jenner, my relationship with her on Facebook would absolutely fall under the “it’s complicated” category.

For starters, she doesn’t know who I am, so there’s that. I find myself disliking her because her claim to fame is simply coming out of the womb of a wealthy and powerful mom-ager. However, I find myself wanting to be Kylie Jenner 8 days a week.

I want to take A1 selfies without even trying.

I want to promote hair growing gummy vitamins and tummy flattening teas.


Granted, some, if not all, of these features that I envy are not natural per se, so there’s that whole complicated love/hate relationship between Kylie and me.

When Kylie decided to become the brand ambassador for PUMA this past year, I definitely needed to Google what was going down with PUMA these days. As an avid Converse Chucks, Osiris, and Etnies (throwwwbaack) wearer back in the day, I only vaguely remembered this one girl wearing suede PUMAs that had a rounded shape like a pair of golf or bowling shoes, and not the cool laser bowling shoes that you’re probably thinking of.

In March, she revealed her first campaign with PUMA that had Sporty Spice written all over it. Controversially similar to Rihanna’s Fenty collection, Kylie’s Fierce trainers made their way to retailers and onto girls’ feet instantly. I’ve tried on the Fierce trainers and they’re actually super comfortable. I almost bought a pair, but I kept looking down at them and got a Creative Recreation vibe from them, a vibe that I left behind in college when I first thought I was a swaggy hip-hop dance girl.

Kylie’s first photoshoot for PUMA displayed a sports bra, leggings, and her trainers, promoting the fit and sporty aspect of her campaign. It makes sense in streetwear culture today — the lines have blurred throughout the past years between athletic wear, cozy wear, streetwear, and others. I personally love it; I can wear leggings and a sports bra and look trendy as f*ck when in actuality, I just got done doing like 12 squats at the gym.

Here’s where my love/hate relationship with Kylie kicks in. As individual photos, they’re great, and she looks hot — these pics are all guaranteed 1 million likes and her jawline is something a chubby-cheeked Korean girl can only dream of. However, I know when I’m working out, my hair has to be up and tied tightly, revealing my shiny face that glistens due to sweat and not an amazing highlighter. Also, I know when I’m working out, I usually don’t wear my college tuition in the form of Cartier bracelets on my wrist, but maybe that’s just me. Lastly, I’m no basketball expert, but the internet told me that Kylie’s traveling, carrying, and double dribbling all at once in the photo on the right. AND YOU’VE GOT A HAIR TIE ON YOUR WRIST GIRL. USE IT.

Kylie came out with another teaser for the Fierce campaign, revealing her next monochromatic photoset, accented by the colors in her outfit. This is my favorite photo:

If that’s the lowest she needs to go in her lunges to be getting the ass that she has, I’ve been lunging way too deep. My biggest question though is where these resistance bands are coming from. Since they’re coming in at such a wide angle, I can only imagine this contraption as a mini human slingshot. Hopefully, she’s really engaging her core, or else she’ll be Fly-lie Jenner.

Earlier this summer, Kylie transitioned out of the #fistpo life and into the old school Brooklyn hip-hop scene, sporting the classic suede kicks originally released in 1968. When asked what she loves about the sneakers, Kylie responded that she loved “its rich and vibrant colors mostly. They really have a depth of color. The deep shades don’t fade quickly and I like the laces” (InStyle). Who knew that behind all the Tyga drama and the rumors of plastic surgery, Kylie was a color connoisseur and an appreciator of the sneaker game?

Having ditched her trainers, Kylie’s newest campaign shoot digests all the “iconic” images of the old school hip-hop scene and vomits them out into an odd conglomeration of dogs, the subway, a motorcycle, and pay phones. But here’s where my love/hate relationship comes right back in because these photos are so IG worthy. If my friend were to have taken a photo of me like this, I would have immediately posted it and watched all 12 notifications roll in, excited for my cool Hypebae-worthy aesthetic. However, Kylie is tapping into a culture and lifestyle as a look and trend in order to keep herself and her campaign relevant, and it’s just silly because we don’t really know if Kylie’s about that life, ya know?

With that, I’m excited to see what is next in the campaign. Perhaps we will see sk8ter girl Kylie, with her band tee, bright colored highlights, and a studded belt. Or maybe we can hope for emo/scene kid Kylie, with dark eyeliner, overly side-swept bangs, snakebites, and MySpace angles that just won’t quit.

One thing’s for sure. The looks and cultures that Kylie seemingly frivolously taps into in these campaign shoots are incredibly rich and vibrant in themselves; they really have depth and don’t fade very quickly.

Oh, and we like the laces too.


Christina is a writer based in Palm Springs, LA, and any place with WiFi. She graduated from UCLA and currently attends USC because she's a traitor and loves being in student debt. She hopes to be the next Carrie Bradshaw with better hair (sorry SJP), and when asked to describe herself in one word, she chooses the word, "indescribable." Don't follow her on Instagram because you'll hate how extra she is and you won't want to be her friend in real life.

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