Rapper Big Sean on Sneaker Culture & Social Media

Big Sean as a brand ambassador brought a little piece of the Midwest to Los Angeles to toast his first design collaboration with the brand. The parking lot of Goya Studios was transformed via a food truck from Chicago’s Harold’s Chicken Shack and a one-night-only barber shop adjacent to the pop-up shop selling his merchandise. The 29-year-old hip-hop artist, who has been a Puma ambassador since 2016, arrived draped in jewels and a head-to-toe cream outfit from his collection of reinvented classics.

Naturally, the rapper — whose birth name is Sean Anderson — also took the stage to celebrate. In between performing hits such as “Clique” and “Blessed,” he gave an impassioned, minutes-long speech to the crowd and told them, “Whatever you’re doing, if you have that purity in you, there’s no way you can fail.”