Hm, while our general opinion about PumaÂ´s attempts to connect with Jamaican popular culture (for more information on how their little adventure trip back in 2004 ended up, check The Afflicted Yard, The Guardian and FIRST magazine #4 (spread 2). By the way: does anybody have that Channel 4 documentary called “Trainers, Reggae and the Olympics” by John Deol and Paul Blake? I accidentally deleted my copy…) is not a big secret, everybody can decide on his own what he/she thinks about “Riddim” magazine.
Why IÂ´m writing about this? Well, Puma and Riddim now cooperated and put out a limited edition version of the Clyde sneaker (which it looks like Puma kinda tries to make the next Superstar) that – like every Puma “sneaker” – is perfectly described by the lyrics of German rapreggaefunk-hero Jan Delay: verse 2, line 13. Nuff said.