Author: Jake Archer
Last year, we partnered with HOKA to introduce our Wellness Walk series. At the Footpatrol Run Club, we’re more use to darting through central London streets on one of our community runs so it’s nice to take a step back, reconnect and take in some of the greener spaces on our door step.
This time, we ventured out to Epping Forest with two more wellbeing champions, Hannah Da-Silva and Ludo who alongside Bradley, took the team on a walk and simply talked. A very important piece of everyday living that can sometimes get overlooked.
Take a look back at the event below and make sure to keep an eye out for the next one!
Over the years we’ve been lucky enough to cross paths with some extremely talented people across numerous brands and for our latest Footpatrol Meets, we sit down with one of those! In charge of retailer marketing at PUMA, we’ve crossed paths with Roxie Hudson on many projects between Footpatrol and PUMA and now we get to learn a bit more about her role within PUMA and some of her highlights from working with the brand.
Footpatrol: Hey Roxie, hope you’re well and thank you for taking the time to talk to us! Can you please start by telling us a bit about yourself and what you do over at PUMA?
Roxie Hudson: Hi guys, thank you for having me! I look after retailer marketing for some of PUMA’s key partners in the fashion and lifestyle side of the business. My day to day can be anything from identifying partnership opportunities with musicians and artists to planning events, shoots, and digital and in-store activations.
FP: I think we’ve both been in our respected brands for the same amount of time, how has it felt to be a part of PUMAs growth and evolution?
RH: Yes, it’s really been a while! Over the time I’ve worked at PUMA, I’ve witnessed a real transformation. Puma is timeless, with a storied heritage, yet continually looks to the future by telling new stories. I love that. Thinking back to the early days when we were exploring and testing ideas to now, where we’ve carved out a distinct identity in the market with each of our partners. PUMA’s growth is not just about the brand, it’s about the collective evolution of everyone involved behind the scenes, and that’s what makes it a special place to work, we have a good time doing what we do.
FP: Equally, we have worked on some great campaigns together, what have been some standout global projects to you and any particular favourites you’ve worked on?
RH: We’ve had some fun ones for sure! I think a few career highlights include those ‘first moments’ – like seeing my work on a billboard for the first time or my first window display on Oxford Street over Christmas, it was a special moment to be part of something I’d always considered to be iconic. I’ve loved working on community and charity-based projects, I think it’s important to consider how we can give back to the next generation of young creatives and I love the idea of someone recalling PUMA as part of their journey. I came up with a campaign focused on spotlighting young designers, we displayed their pieces as part of an exhibition in Soho, and the winner received press coverage and a cash prize towards their future design career. It’s always great to work for a brand focused on giving back. Last one – I produced a shoot in LA, we drove to Palm Springs in a vintage Mustang, shooting in Joshua Tree along the way and thought ‘’how is this my job?’’.
FP: PUMA is known for their titanic roster like Bolt, Rhianna, Hamilton, LaMelo and more recently ASAP and Skepta to name a few, what is it about PUMA you find attracts so many Athletes and industry creatives?
RH: We do work with some of the biggest talents in the world, shout out to our entertainment team who are working overtime! However, it’s always been important for us to work with talent both established and rising. We like to work with our ambassadors over a longer time frame, for instance Bolt signed with Puma in 2003 when he was just 16 – a partnership that continues to this day and beyond. It’s important to us to build meaningful relationships and grow together. I think it’s our history and heritage which appeals to people, opening a world of unlimited creative potential.
FP: What are your go to PUMA silhouettes atm? And what pair should everyone have in their wardrobe at least once?
RH: Recently I’ve been wearing the Speedcat and Mostro, it’s great to see PUMA re-release some of these lower profile silhouettes. We’re one of the few brands that can bring these styles back with authenticity and we can pretty much own that motorsport space, being the key sponsor for Ferrari, BMW, Porsche etc. We signed A$AP Rocky as our creative director and released his F1 capsule last year, so it’s going to be exciting to see where he takes the brand and bridges the gap between F1 and culture.
FP: one we like to ask, if YOU were a PUMA shoe what would you be and why?
RH: Hmmmm I’d like to think something classic and understated like a PUMA Clyde or Suede. Timeless.
FP: We recently saw the return of the PUMA Mostro, a shoe from a by-gone era but something that 20+ years later feels more relevant than ever, how has it been received?
RH: Yes we bought back the shoe last year in the form of a collab with Ottolinger, which sold out. Mostro is the Italian word for “monster,” so we’ve had a lot of fun with that in the marketing department. It’s still early days but the initial reception has been very positive, it’s such an iconic shoe and it’s been picked up and worn organically by A$AP, Skepta and Em Rata over the last few months.
FP: Are there any silhouettes from the archive that if you could bring them back, what would they be?
RH: It’d have to be the Jil Sander collab from 1988, there’s a pair that iconic green colourway I really need to source. Her minimalist and clean designs have stood the test of time and can still be worn 35 years later, there’s a lot to be said for that, beyond these fleeting trends.
FP: We are looking forward to seeing what’s on offer for 2024, are there any activations or places we can keep a close eye on what PUMA plan to do?
RH: We have a lot happening this year, with it being such a huge year for sport with the Euros and Olympics. We are taking our partnership to the next level with Skepta which will be really exciting – all eyes on FP for more where that came from! Outside of that we have lots planned around Speedcat and Mostro, plus some great collaborations which I can’t share too much about just yet.
FP: Thank you for taking the time to chat to us, and again we look forward to seeing what you’re getting up to for 2024 and beyond. If there are any shoutouts or words of wisdom for people looking into marketing careers or working with PUMA, then the floor is yours!
RH: This was really fun! Of course shout out to my team, who work so hard to get all our campaigns over the line. We have our yearly internship placement which I’m recruiting for now via Social Fixt, it’s a lot of work but it can provide invaluable experience for anyone wishing to kick start a career in marketing. Thanks again guys!
Under the cover of darkness, the Footpatrol Run Club and some lucky community members took to the streets to celebrate SOUKUU, a collaboration between The North Face and UNDERCOVER. Lacing up in the VECTIV SKY and apparel collection, we stomped our way through central London to take in the sights at night and find out what this curated performance collection had to offer!
Check out the full collection online at Footpatrol here.
Footpatrol: Jake, thank you for your time. Been looking forward to speaking more in depth on wecanfly since we worked together on the ia22 campaign. How are you?
Jake: Hey Footpatrol, thank you for having me it’s always good to catch up with you guys, I have great memories of our ia22 campaign! I’m doing well, everything in the world of wecanfly is flourishing.
FP: I know we gave people a little insight before into what you do but could you give us a bit more of an in-depth look into the world of Jake?
Jake: Of course, come step into my world for a minute. I’m a designer who loves sports, both of these passions fill me with joy and enhance my drive. My focus in Fashion is Sportswear Design which I consider as design for purpose. I’m inspired by the people around me, especially my twin sister Daisy, who has special needs. Our shared story growing up together has given me a unique understanding of the life of someone with a disability. From this experience, I created wecanfly, a brand with a vision to improve inclusivity and accessibility within fashion, society and everyday life.
FP: Wecanfly I know is a brain child of yours since you were studying at university. How did it all come about?
Jake: The vision of wecanfly was born before studying at university out of a conceptual project I created on my Art Foundation titled Daisys Life with a Disability. The project explored how the perception of disabilities in society has excluded Daisy. At the time, designing, pattern cutting and sewing were completely new to me. With no previous experience, I saw myself as a blank canvas ready to learn. This project was my light bulb moment. I discovered how I could apply my newfound fashion skills to something I genuinely care about Disability Inclusion. Initially, the focus was through the lens of Daisy and our lives together but I quickly began to realise how much bigger this was. Shortly after this, I presented the project to Sergio Tacchini who awarded me a scholarship to study Fashion Sportswear Design. In a short space of time, I’d gone from having an interest in fashion and deciding to give it a go-to feeling like I’d found my purpose. From then on, the vision was clear. I used my time at university to experiment and work on the concept to understand how to form this into a brand. wecanfly is the creation of this process.
FP: When you started that degree, did you think this was the direction you were going to take yourself down initially?
Jake: I guess I’ve just mentioned this above but yeah I did!
On reflection, I think it’s fortunate that I started university with a clear understanding of my direction but I didn’t just sit about, I made it happen. Throughout my degree, I experimented with multiple techniques and styles of design/creation to understand my and I like/don’t like, my strengths and weaknesses to have the ability to create what became wecanfly in the best way possible.
FP: What are the struggles you think some of these people have when it comes to fashion and how do you plan to combat that as a designer?
Jake: Good question. Like all industries, there are many struggles, especially if you’re an emerging designer trying to make a name for yourself. It isn’t easy. Firstly, I think it’s important not to dwell on these struggles and let them get you down. It’s natural and all a part of the process; if you love what you do, you’ll know that. To focus on the struggles from a wecanfly perspective, a standout for me is that to a certain degree, wecanfly is not and will never be on trend. I’ve been aware of this from the get-go and it carries both positives and negatives. The struggle is that the concept and vision of wecanfly is new in the industry, meaning I have to trailblaze a pathway which has not yet been walked. Creating a trend-based brand can create momentary hype, but it lacks longevity. The positive of working from passion is having the ability to create a long-lasting brand which can make an actual difference you want to see in the world.
FP: Has there been a piece that really challenged you to think outside the box?
Jake: To date, all the wecanfly jackets have been challenging in their own right. Our first piece, The BlindAid Jacket, carried a unique set of problems to solve to create a product accessible to those with visual impairments. More recently, the DSDT EverWax Laoisha Jacket caused a few headaches! The jacket features a dual CF fastening with a magnetic zipper sitting in an overhang storm flap near the collar. I’d been given some magnetic zips from a factory with the plan to use them as the full CF zipper. However, it turned out they were only 20cm long. At 20cm, an open-ended magnetic zip doesn’t have much use. Determined to find a way to use one, I had to get creative, designing the whole jacket around the function of that zip. I designed the jacket and got to pattern cutting. Admittedly, I often get a little carried away adding features which are great but can be technically hard to execute. Anyway, we got there in the end and the final jacket looked exactly like my ambitious design.
FP: Can you tell me about the pieces we shot recently?
Jake: The three wecanfly jackets we recently shot were the final outcomes of a two-part project I planned towards the end of last year. For phase one, PurpleLightUp 23, wecanfly ran a creative workshop with the Down’s Syndrome Development Trust to celebrate Disability History Month. We taught three selected participants Eco-Printing. For the finale of the day, each participant designed and printed their own wecanfly jacket. These three jackets became the wecanfly designed by DSDT Jackets. They were the samples of the jackets we shot together. I planned the project around inclusion and sustainability. So often in fashion samples go to waste this project showcased the wecanfly approach using samples for inclusive, artistic purposes. The jackets were created using Halley Stevesons Purple P270 EverWax™ Vintage fabric. Each jacket is named after the three individuals from our wecanfly workshop. All jackets are asymmetric designs with magnetic fastenings, finished with the signature wecanfly green pull tags.
FP: Have you got the next plans in action for wecanfly?
Jake: I’ll keep my cards close to my chest for now on this one, although I will say some good conversations are taking place. There will be big projects coming out throughout the year.
FP: Thank you again for allowing us to share your story Jake. It’s been great to catch up and get to know a bit more about you! Is there anything else you would like to mention?
Jake: As said by Dan, one of the participants of the wecanfly workshop, Be kind and hold hands.
‘Disability is not inability’
Still a relatively new offering to Footpatrol, Merrell have been making waves with the current lifestyle and outdoor trend crossover. Built on the foundations of the outdoors, Merrells vision hasn’t been blinded by these trends however and continue to keep these at the root of all their products. None more so than the introduction of their 1TRL line. A premium offering that looks back at the Merrell archives and combines with updated technology, this is where we are at today with the MOAB Speed 2 GORE-TEX landing at Footpatrol.
Sticking to those original foundations with an updated flare, the Moab Speed 2 GTX provides a GORE-TEX upper and rugged outsole to make sure whatever you’re doing, your footwear is up to the task. Couple this with a lightweight approach and streamlined aesthetic, this silhouette is one that can be utilised everyday whether you’re hitting the hiking trails or stomping through the city streets.
Take a closer look at the silhouette below and make sure to check it out online here.
Our Frequent Players platform continues to grow and shine a light on musicians and DJ’s who are cemented within our community. This month, we speak to Stephane. Doing the most within the scene at the moment, Stephane often looks to blend a mixture of contemporary French and international rap to create a unique sound that travels the globe.
With that said, make sure to get locked in to Frequent Players Guest Mix 050 and take a look through when we caught up with Stephane.
Footpatrol: Hi Stephane, hope you’re good, thank you for taking the time to chat with us, I’m very excited to get you involved as we’ve been listening to the shows for some years, so thank you and welcome!
STEPHANE: Thank you guys for listening to the shows!
FP: Firstly, Can you let us know who you are and what it is you do?
STEPHANE: I run @goodpl.ay, put on shows in Paris and London, A&R and manage. I’ve also been a resident on NTS radio for the past four years. At the moment I’m working on different projects with Scuti, tn_490 and French rapper Zeu.
FP: With an emphasis on French and international rap, where did this all start? What are your influences and inspirations?
STEPHANE: When I was about 10 a friend gave me a dozen cd’s. A lot of different stuff, from Dr Dre to french rap classics all the way to the Beatles. After that, I always wanted to know about music history.
FP: How do you find drill, trap, hip-hop, rap is received from city to city, do you find different cities feed off different artists and genres?
STEPHANE: In London there’s less borders for artists between the different scenes. Artists like Skepta that are free to go from Grime to Rap to House with no issue. In France we have JUL, rapping crud on house beats and inventing a whole new hybrid sound (“Type Jul”, which influenced rappers all over Europe, each of them doing huge numbers, like Morad, Ashafar, Rhove, Elai etc..). It’s funny to me how both situations are so close to each other yet what’s possible in one country doesn’t translate to the other.
FP: Your NTS show championed worldwide and local talents. Can you explain the importance of supporting young creatives through these communities?
STEPHANE: I remember when the Parliament tried banning drill, it got me thinking if you don’t offer alternatives + forbid artists from doing what they love, what else do you expect them to do?
FP: Where has been your favorite city to do shows and why? + are there any cities you are yet to visit but would love to?
STEPHANE: I have put on shows in London and Paris. Currently talking about doing it in more countries in Europe, and I guess Brazil would be special.
FP: With a variety of artists and genres on the show, Is there a place in the world you think we need to be paying closer attention to musically right now?
STEPHANE: Everywhere! But I think our local scene is unbelievable, there is always new talent coming up in France.
FP: If you were a sneaker, what would you be and why?
STEPHANE: I’d say the 95s, mini swoosh, great colorways, solid shoes.
FP: Outside of your radio shows, are there any events people can catch you at for the rest of the year?
STEPHANE: We started the year with the first Goodplay party in January in Paris, with my good friends from Victory Lap. Scuti is releasing her next single “Comfy” March 13th as well. @goodpl.ay to see the next ones.
FP: Well, thank you for taking the time to chat Stephane, we look forward to seeing what you do for 2024 and beyond. Are there any final messages to readers before we go?
STEPHANE: Catch me on NTS radio, one friday each month. Thank you for shouting me, it was a pleasure! Stream Scuti, stream tn_490’s
For 2024, we continue to build our performance offering at Footpatrol with the introduction of Altra.
Still a relatively new brand with 10 years behind them, it hasn’t stopped them in their pursuit of technology innovation and pushing what is possible. Built on close friendship, the brand was founded by Brian Beckstead and Golden Harper who met on their first day of cross-country practice at Orem High School out in Utah.
“We ran cross country and track, we practiced hard, we worked at the running store, and we just totally became shoe nerds” – Brian Beckstead
This all began with a simple recipe of sticking a pair of shoes in a toaster oven. This allowed co-founder Golden Harper to remove the heel of the shoe and balance it out. Therefore creating a shoe that he felt didn’t obstruct the way he ran and in turn, create a shoe that offered a normal feeling running shoe.
It was this that lead to the Balanced Cushioning and Footshape design. A combination that looks to address the biological differences between mens and women feet and make sure that whatever foot shape you are, there is something for you. Something for you to feel comfortable to run in.
To celebrate the brand now available at Footpatrol, we took a quick train ride out of Londons concrete jungle to the picturesque landscape of Surrey to see what this brand is all about!
Make sure to check out the full collection online here.
A relationship that first began in 2021, ourselves and tattoo artist Ken Carlos team up once again for our second collection together. Going bigger and better this time around, the collection consisted of 5 T-shirts and a hoody that celebrated the world of art, tattoos and the relationships formed between the tattooist and their clients. Client who become like family.
To celebrated, we opened the doors of the store to our community to come down, have a drink, check out the collection and have the opportunity to pick up their favourite piece. A huge thanks to everyone who made it down and make it a memorable night.
Our Frequent Players platform continues to grow and shine a light on musicians and DJ’s who are cemented within our community. This week, we catch up with Crash Tracy. Based over in East London, Crash Tracy is not only a part of the Gimmie 5 family, who of course we’re very familiar with, but also a DJ and music manager.
Working with a number of collectives like Morning After Night Before, Bone Soda and of course NTS, Crash Tracy has become a well known figure within the community. And now, we’ve enlisted his help for Guest Mix 49. Check it out below as we catch up to learn more about his journey growing up and where he’s found inspiration and drive going forward.
Footpatrol: Hey Pierre, Hope you’re well, Thank you for taking the time to chat to us, can you start by telling us a bit about yourself and what it is you do?
CT: I’m a DJ & Music manager from east London. I have DJ’d properly for around 3 years and manage the musician Jawnino. I work with Gimme 5 while also putting on events with a few friends under my collective Morning After Night Before, alongside Hosting the Bone Soda NTS show.
FP: Can you tell us about your earliest memories, what people or even music have most inspired you?
CT: Growing up in London Grime and rap music has been something that’s always been around me. My Mum used to listen to a lot of funky house and garage music. No one has really inspired me, I’ve just always been drawn to music and I’ve always wanted to find a way to make it part of what I do.
FP: Can you tell us more about what you’re studying at the moment? How does cultural and creative processes play in shaping today’s world and has it helped you to develop your critical thinking in practical ways?
CT: I’m not currently studying anything new to be honest I’ve been taking it easy, I’d like to give a crack at making music soon though. I find that having access to information so easily makes me want to try my hand at different things even if I’m good at it or not.
FP: From Know Wave to NTS and Bone Soda, can you tell us more about your relationships with these collectives, and just how important creative communities like these help current and emerging talents?
CT: I used to host the Morning After show on Know Wave but now have it on rinse and I currently host the Bone Soda show on NTS. Platforms like this are definitely important for the community, their destinations to discover individuals with similar tastes and connect with like minded peers, while also being platforms to share ideas and to put people on.
FP: Can you tell us about “Morning After The Night Before”?
CT: Morning After Night Before is just an outlet for me and the guys to do stuff we like. Throw parties, Radio, DJ, A&R, Management, Production.
FP: What are some of your favorite venues to play? Are there any we can catch you at this year? UK or WW?
CT: Some of my favourite venues to play i’d say are Ormside, MOT, Fabric and Phonox and we’ll see…Maybe I’ll be throwing a party at one of these spots soon.
FP: Random one, why ‘Crash Tracy’?
CT: Why Not…!
FP: if YOU were a sneaker, what would you be and why?
CT: I’d be an adidas superstar, It’s just a legendary shoe
FP: Are there any specific artists or genres you’re currently feeling and think more people should be listening to this year?
CT: I think folks should go listen to Jawnino, A.S.O, B4U, Loukeman, Paris texas and Karrahooo
FP: Again, thank you for taking the time to chat with us Pierre, and if there are any people you think need more time on the radar or any other shoutouts you’d like to give, by all means fire away! And we look forward to seeing what you have coming in 24 and beyond!
CT: Shouts out those alwaysdowhatyoushoulddo guys there the truth.
Our ‘More Than a Sneakerhead’ series continues, as the journey to bring women to the forefront of the industry does too; meet Community Manager and Content Creator, Steph Poon.
We enjoyed taking the time to speak to Steph, firstly, about her thoughts on making waves as a woman, in a male-dominated industry: “there’s a lot more, um, like female empowerment within the sneaker community now, and we’re seeing that come through especially within recent collaborations.” But when it comes to levelling the playing field, brands need to “make smaller sizes for male shoes, or maybe even eradicate just gender overall. Let anyone wear any pair, it doesn’t really matter!”
When it comes to the future of the industry, Steph things disruption will be at the forefront… “There’s a lot of disruption currently in the sneaker community, with brands doing things that you would never really imagine before.
I would’ve to always say Jordan and Nike are the brands that remain exciting for me right now, but it’s actually the smaller businesses that are really doing things – the likes of Footpatrol, who are really giving the community a voice.”
And why is that? Well, because Steph knows exactly what she wants from the industry, and it’s representation… “representation is huge for me. Especially as someone who comes from an Asian minority background, because we are not actually seen that much throughout the community or throughout society itself. Whether this is down to a generational thing or not, I think the younger generations like me, are now actually trying to fight and trying to get our own voices.”
We asked Steph what it is she likes about collaborations in the sneaker industry…
“Even pairs like Nike’s Air Jordans are timeless; Serena Williams’ Off-White pair are quite an iconic one, especially on the Blazers. Then you’ve got Jordan x Aleali May with her like Jordan 1s, Jordan 6s and um, I’m lucky to have quite a few of those pairs.
For me, it’s not that it’s simply a collaboration, it’s the fact that there’s a natural story behind it and a reason, and they’re telling that story and using that voice as a platform.”
What makes Steph more than a sneakerhead?
“I’m more than a sneaker head because I’m advocating for the Asian community because I never saw a role model growing up. But you know what? I decided to become it instead.”
