Forever Stronger:
today and always!

PUMA and Lauren London launch First Capsule Collection

June 29, 2021

PUMA and Lauren London launch First Capsule Collection

June 29, 2021

With our brand ambassador Lauren London we are releasing Forever Stronger, a new capsule inspired by Lauren and her hometown of Los Angeles. The collection is designed as a physical representation of strength, perseverance, authenticity and love in timeless footwear and apparel pieces.

This first PUMA capsule is very personal to Lauren and incorporates her effortless West Coast style, featuring comfortable fabrics and neutral tones that can be worn year-round. The accompanying Forever Stronger campaign features London photographed around Los Angeles neighborhoods including, the notable Simply Wholesome Restaurant & Store, a Black-owned business that has been serving the L.A. community since the early ‘80s.

The Forever Stronger capsule includes a T-shirt, a hoodie and a classic black and white PUMA Suede with “Forever Stronger” prominently embroidered in script. The hoodie and tee feature a tiny blue heart, a special representation of Nipsey Hussle and serves as a reminder of where London came from and where she is going.

I am so grateful and proud to drop my first collection with my PUMA family. I wanted to make sure that each piece was authentic to who I am and my style. This collection expresses a constant reminder that through it all, no matter what happens in life, may we be Forever Stronger. Looking forward to more to come.

Lauren London

More featured

Always stay
up to date


I agree that the PUMA group may use my personal data (including my e-mail address) for promotional and marketing purposes in accordance with the PUMA privacy policy and send information about products of the PUMA group to my e-mail address. I can withdraw my consent at any time in the future by sending an e-mail to or via the link in each e-mail.