velum Rhubarb

Dameon Gonga was the campaign lead for PUMA x Salehe Bembury’s launch of the Velum. First revealed at Paris Fashion Week, Velum arrives in Rhubarb, a colorway Salehe says is “inspired by natural growth” and rooted in the organic origins of his design language.

The silhouette pairs engineered mesh with a scultural 5D printed cage and NITROFOAM™ cushioning. It brings together texture, motion, and that unmistakable Bembury tactility with details that feel both expressive and functional. Salehe notes that in Velum, “every element has its purpose”, and intention shows up in every curve and contour. To him, versatility is the heart of the shoe. This 360° marketing campaign launched February 2026.