Puma announced Tuesday they would be teaming up with Lauren London for their next campaign “Forever Stronger” to honor London’s late boyfriend, Nipsey Hussle, reports Complex.
Hussle, born Ermias Joseph Asghedom, was shot and killed on March 31 in front of his Marathon Clothing store in Los Angeles at 33 years old, as Blavity previously reported. Before his untimely death, the late rapper was a Puma ambassador. The athletic wear brand partnered with Marathon Clothing, and the PUMA X TMC collection launched six months after the “Victory Lap” rapper passed. All the proceeds from the collection went to the Neighborhood Nip Foundation, per the Puma website.
Now, the sportswear brand is collaborating with the model to pay homage. Created by London and directed by Danny Williams, the video shows shots of Crenshaw and Slauson, where Hussle spent most of his time, as well as memorials of the “Dedication” rapper throughout the city.
“There is nothing to hide here. No way to pretend. We relate, we disagree, we disengage. We are running into each other,” London said reciting the poem written by Hussle’s sister, Samantha Smith, throughout the campaign shoot.
“Lauren London is proud to join forces with Puma to support her on this next chapter of her journey," reads a statement in the video's descriptor. "This piece was a creative vision Lauren wanted to bring to life to signify the continuation of her marathon alongside Puma. Forever Stronger."
Throughout the campaign, the actress remains somber as she walks the city, conversing with people along the way. One shot captures her forearm tattoo of her partner of six years.
“Pain is the light, pain is insight. The body hurts, but the spirit grows. The flesh is starving while wisdom overflows. I got a question only lord knows… Does life birth us twice?” she continues.
The video ends with London standing in the same palm tree-lined streets where she and her late boyfriend shot the iconic photos from their GQ spread, thought to be an engagement shoot.
London and Hussle met through Instagram after she bought his mixtape as a present for her former The Game co-stars, according to GQ. The two had son Kross Asghedom together, and each have one child from previous relationships. Hussle has a daughter, Emani, with Tanisha Foster, and London is the mother to Kameron Carter from her previous relationship with Lil Wayne.
“You’ve encouraged me and inspired me to reach higher. I’ve learned so much about myself with you,” London said of Hussle during his memorial. “You’ve been my turn up and my church. I wouldn’t want to go through this journey with anyone but you.”
No release date for the “Forever Stronger” collection has been publicized.
