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The first football game between Harvard and Howard University has brought a new dimension to an age-old debate over “the real HU.” But for some black students at Harvard, the goal is bigger than bragging rights.
These students hope the game will help them build solidarity with Howard and strengthen the support network available to black students at Harvard.
When the leaders of Harvard’s Black Students Association heard about the game, they saw an opportunity for social engagement. Aba Sam and Kendall Laws, president and vice president of the association, respectively, started planning what is now being billed as the inaugural Black Ivy Homecoming.
You don’t want to miss out on the birth of a tradition! Join us for #BlackIvyHomecoming and experience Howard vs. Harvard like never before!
Get your waiver and buy tickets starting 10AM TOMORROW @ Cramton! pic.twitter.com/GP7Qiy05ef
— l (@LEAHSIMONE) September 22, 2019
This is a tip of the hat to the Black Ivy League, an informal reference to top-rated historically black colleges and universities (HBCUs) such as Howard, Hampton and Spelman. It’s also an acknowledgment that Harvard and Howard are top-tier institutions among the Ivy League and HBCUs, respectively; Harvard’s Business School accepts more students from Howard than any other HBCU, and many black students at both schools are working to create and maintain communities that celebrate diverse manifestations of blackness.
“We wanted to make it about more than just the game,” said Sam, a junior neuroscience major from Southbury, Connecticut.
In conjunction with Harvard’s Black Graduate Student Alliance (HBGSA) and the Howard University Student Association (HUSA), Sam and Laws organized a day and a half of social and professional events. Although administrators at both schools had to approve the plan, all activities are being led and funded by student leaders.
“We sold out of tickets to the event in two hours,”said HUSA president Taylor Ellison. As a result, about 55 Howard students, grad and undergrad, will make the trip from Georgia Avenue to Cambridge, Massachusetts. They can participate in a career panel, a talent show pitting Howard against Harvard, a pregame breakfast and a tailgate. And, of course, parties.
“We’re definitely not a big, big football school, but we do come out for certain games, like our Harvard-Yale game. We have tailgate culture. For this game, we think people will fill up the stands,” said Laws, a junior economics major from Atlanta.
Perhaps even more impressive is the housing plan. Travelers from Howard will be hosted by Harvard students the day before the game. This custom is traditionally only bestowed upon Yale students when their school plays Harvard. (Yale’s rivalry with Harvard is as historic and fun as Hampton’s is with Howard.)
“This event is going to be legendary,” said Ellison. She, Laws and Sam hope Black Ivy Homecoming becomes an annual event between Harvard and Howard.
According to Harvard doctoral student Tauheedah Baker-Jones, 41, more tailgate tickets were sold for this game than for ones against Yale. This is a big deal because the rivalry between Yale and Harvard is as significant as the one between Howard and Hampton. Baker-Jones is part of HBGSA as well as a Howard alum. She was happy to promote the event to graduate students and alumni from both schools. She’s enjoyed her experiences at both institutions.
“I can’t put a price on Howard,” said Baker-Jones, who completed her undergraduate degree at UCLA. “It prepared me for UCLA, for the social challenges I would face there.”
When she decided to go to graduate school, part of what attracted her to Harvard was the number of black faculty members in the Graduate School of Education. When she enrolled, she said, seven black female deans had just been hired, and she recalls proudly tweeting, “#Mydeanisblack.”
Just over 9% of Harvard’s graduate student population is black, and the percentage of black undergrads is slightly less than that. More black students are admitted than enroll at the Ivy League school.
Harvard’s name is impressive, but black students are also looking at other factors such as programs offered, financial aid packages, how comfortable they feel on campus, and location. As it competes with premier schools such as MIT, Stanford, Duke and Howard for high-performing black students, the school has also been working to make space for and embrace diverse expressions of black culture. There are several black organizations on campus, such as the Association of Black Harvard Women, the Caribbean Club, and the Black Community and Student Theater (BlackC.A.S.T.). Other groups embrace mixed-race students, black LGBTQ members and black engineers.
Technically, there are no sororities or fraternities on campus, but Baker said the members of Delta Sigma Theta Sorority and Omega Psi Phi Fraternity will be helping with the tailgate. In 2017, members of single-gender social clubs were banned from holding leadership positions in recognized student organizations, becoming varsity captains, or receiving College endorsement for prestigious fellowships. A plan to phase out such social clubs by 2022 was also implemented that year. However citywide chapters of Alpha Kappa Alpha Sorority, Inc., Alpha Phi Alpha Fraternity Inc and Omega Psi Phi Fraternity Inc currently accept members from Harvard, MIT and other Boston area schools.
“The black community is small, close and tight-knit across social and gender lines,” said government and economics major Meshaal Bannerman, vice president of Harvard Black Men’s Forum. He said the group is a preprofessional organization geared toward masculine-identifying black men. While it’s important to Bannerman that Harvard’s black community be supportive of each other, he added, “The academic rigor at Harvard can be challenging, so it’s important to have a space for people who support you, not just look like you.”
Part of what influenced Sergine Cindy Zeufack and Antonia Scott to commit to Harvard was the Kuumba Singers of Harvard College.
“I wanted to join a singing group of some sort with a group of people. It [Kuumba] celebrates black art, creativity, spirituality. I enjoyed the people and community,” said Zeufack, a senior human developmental and regenerative biology major from Rockville, Maryland. She’s also first-generation Cameroonian American.
Scott added, “Kuumba supports blackness in all of its forms. And there are no auditions; anyone can join.” The Cranston, Rhode Island, native is a senior majoring in African American studies and minoring in molecular and cellular biology.
Kuumba is Harvard’s oldest existing black organization on campus. It’s celebrating its 50th anniversary this year. Zeufack said it’s as close as Harvard gets to an HBCU.
“We celebrate black excellence,” she said. “We’ve created a space for black people at Harvard and the surrounding community to find a refuge in a world that can be hard to be in. It’s open to any black person looking for community, but anyone can join.”
“Creating safe spaces” is a phrase several black student leaders used to describe the mission of their organizations. In part, this is because in 2019, some people still question whether black students are smart enough to be there.
Zeufack said she’d had a few encounters with strangers who asked her where she went to school. When she replied that she’s at Harvard, they seemed to not believe her. One person even asked if she was on the track team.
“Nope,” she recalled. “I guess I’m just smart.”
She’s not knocking any athletes. Black students make up just under 9% of Harvard’s athletic population, while 16% are white and Hispanics and Asians each constitute 4%. Zeufack just wonders why her admittance is questioned.
“If there are so many people who question if you deserve to be there, you start to wonder about it too,” she said. And she’s not the only one.
Experiences like these led to the #ItooamHarvard photo campaign and play in 2014. Led by black and Japanese student Kimiko Matsuda-Lawrence, 40 black students, including those with multiracial backgrounds, shared their experiences with institutional racism and feelings of alienation on campus. Similar campaigns were launched at Georgetown, UCLA and the University of Michigan that year. The campaign at Harvard is officially over, but black students still talk about it and its impact.
“That campaign was about black students feeling unwanted and disrespected,” said Bannerman. “But it’s twofold. We black students are working to fix the community on the inside so the outside noise doesn’t hurt as much.”
For some black students, the work to make black students feel comfortable on Harvard’s campus is paying off.
Police were called on three black female students at Harvard; Baker-Jones was one of them. She said a woman in her off-campus apartment called the police on Sept. 8 because Baker-Jones’ music had too much bass and she couldn’t focus. The ordeal ended peacefully, and the two women ended up exchanging contact information. The neighbor felt bad and agreed to contact Baker-Jones if the situation happened again.
“I’ve never not felt welcome at Harvard,” said Baker-Jones. “Campus has done a lot to make us feel supported, but now we have to work on how we are treated outside the community.”
Since then, the black students association has established a black graduation ceremony that honors the accomplishments and culture of black graduates. Additionally, Harvard’s student newspaper, The Harvard Crimson, appointed its first black editor to lead the newspaper. Kristine Guillaume is Haitian and Chinese.
And then, of course, there’s Harvard’s football team. Bennett Bay is a junior government major from Atlanta. He’s a member of the black students association and a defensive back who plans to play in the game against Howard.
“The black community definitely makes an effort to make the freshmen feel welcome,” he said after practice. “The biggest shock for me was the weather. I was not used to six months of snow.”
Besides the black students association, Bay has found his community on the football team. At the end of the day, that’s the goal of each black student organization: to help black students find spaces and groups where they feel accepted and respected.
“I love the culture of the team. It’s bigger than me,” he said. He’s excited about the game and for the opportunity to be on the first Harvard football team to play against an HBCU.
Football icon. Movie star. Pitchman. Father. Spousal abuser. Stand-up comedy fodder. Family Guy character. Disgraced author and accused killer. Social media personality is just the latest in a lifetime of hats that O.J. Simpson has donned.
The 72-year-old former tailback now spends his days filter-free at Las Vegas golf courses, restaurants and presumably his place of residence, waxing poetic about the world from his Twitter handle @TheRealOJ32. “If you don’t see it here,” his Twitter bio reads, “I didn’t say it.” His account is unverified, although the disturbing charm in his tagline — “Hey, Twitter world. It’s yours truly.” — essentially serves as his own blue check.
He has more than 912,000 followers. Of the 24 accounts he follows, most are sports-related, such as television networks, his former teams and, ironically, the Heisman Trophy. Simpson also keeps timeline tabs on running backs Barry Sanders, Adrian Peterson, Eric Dickerson, Chris Johnson, Jamal Lewis and Terrell Davis.
“I laughed for 20 minutes when I found out O.J. joined Twitter. If you ever wanted to know when it’s time to leave Twitter, this was it,” said comedian Roy Wood Jr. “It’s like when your mom added you on Facebook and you were like, ‘I want to avoid that nonsense.’ ”
Welcomed or not, since Simpson created his account in June, his topics have been on-brand and peculiar: the Democratic presidential debates, fantasy football, free speech, Los Angeles Chargers running back Melvin Gordon’s holdout, trolling the Miami Dolphins’ front office and more.
Just last week, Simpson filmed himself at a golf course offering wide receiver Antonio Brown legal advice that would’ve been hilarious if it weren’t so sobering. More than 1.6 million people watched him say, “They told me that when you’re in a civil or criminal litigation, and you’re the person they’re coming after, the best thing you can do is say nothing. Be quiet. Essentially shut up.”
Like his critique of Brown, Simpson’s most interactive tweets come when he addresses polarizing sports topics. Especially when he aligns them with his imploding fantasy team that features the recently retired Andrew Luck (and Brown).
“You could have retired an hour and half ago, before I picked you in my fantasy picks. I mean, what did I do? I’ve been a fan of yours. Why would you do this to me? Come out of retirement,” Simpson told Luck on Aug. 24. The Luck tweet received 5.7 million views, 65,582 likes and 15,363 retweets.
Simpson uses Twitter by forgoing 240 characters for his own face. Watching his videos is an experience in moment-by-moment contradiction. He’s still charismatic. He’s as natural in front of the camera now as he was doing NFL sideline coverage or as Detective Nordberg in the Naked Gun comic film series alongside actor Leslie Nielsen. But you’re still reminded of what he’s done and what he’ll always be accused of doing.
“He’s used Twitter almost exclusively for video content. It tells me a lot about how O.J. conducts himself in the public eye,” said Saida Grundy, assistant professor of sociology and African American studies at Boston University. “It’s as though he’s auditioning to get back to being a sports commentator. He’s like, ‘This is my second wind, right?’ ”
As history has revealed, with Simpson, what’s seen in public is impossible to discuss without an examination of his personal life. Nearly 24 years have passed since Simpson was found not guilty for the murders of his ex-wife Nicole Brown Simpson and her friend Ron Goldman in 1995. Eleven years have passed since his conviction for armed robbery and kidnapping in Las Vegas. In October 2017, he was released from Nevada’s Lovelock Correctional Center.
Since then, Simpson has lived a tame life. And now it feels like he’s campaigning for reconsideration. As if he wants to make the social media generation question everything written and reported about him since 1994. Did I miss something? This is why he was so beloved?
“I don’t think a network is going to touch him,” said Jaia Thomas, a sports and entertainment lawyer based in Los Angeles. “I do think this is his way of positioning himself to do something else in sports or entertainment, but it’s going to have to be something he self-starts.
“Aside from his criminal activity, we can’t deny the fact that he is a personality. He does have that exuberance to him that can easily attract folks to follow him. Sometimes it just doesn’t take a lot for us to forget someone’s past, or to overlook them, for a 30-second video.”
Wood added: “He knows the game of football, he still might be able to tell you which wide receiver is gonna have a good game, but it ain’t gonna lead to [him] sitting next to Chris Berman and Tom Jackson breaking down games. O.J. needs to lay low.”
As Simpson stutter-steps his way through his curated timeline, it becomes clear that for a man who’s been famous most his life, and loathed for the last quarter century, abstaining from public notoriety was never an option.
“I don’t think O.J. exists outside of the white public gaze, and he can’t stay away from that adoration,” said Grundy. “And when you have such an unrepentant history of domestic abuse in your private life, you rely upon the public to create the counter to that image. He still needs us to believe he’s the character called O.J. Simpson.”
Simpson didn’t construct this character all by himself, of course. American culture is obsessed with celebrities, and the nature of that obsession has changed since Simpson’s famous trial. The journal Cyberpsychology published a study stating that the thirst toward celebrity culture shifted between 1997 and 2007, credited to the expansion of the internet. In 1997, fame was ranked 15th out of 16 values when studying the sitcoms that 9- to 11-year-olds deemed popular, such as Boy Meets World and Sabrina the Teenage Witch. A decade later, in shows such as Hannah Montana and American Idol, fame was the dominant value. Following it were achievement, image, popularity and financial success.
So the ground was already fertile for Simpson to flourish. An award-winning TV series (FX’s American Crime Story: The People vs. O.J. Simpson) and documentary (ESPN’s O.J.: Made in America) both took his name through the ringer. More than 3.4 million viewers watched the premiere episode of Made In America, proof that the appetite for “The Story of O.J.” is insatiable. And Simpson has no issue satisfying the demand.
“I really do believe this is O.J. watching himself through us. I think he’s addicted to that,” said Grundy. “It’s like his own porn. He exists seeing himself being seen.”
Simpson’s Twitter account gained followers even as the debate around “cancel culture” has heated up — a conversation Simpson has been tied to well before the phrase became a permanent part of the public lexicon. In essence, this is the act of getting someone out of the paint or stripping a celebrity of their cultural cache. The idea has existed for decades, although the practice has come under debate as celebrity transgressions, both past and present, frequently play out on social media.
Criminal accusations against R. Kelly and Bill Cosby, for instance, barely scratched pop culture’s surface for years — until the Surviving R. Kelly docuseries released in January and a joke about the allegations against Cosby from comedian Hannibal Buress helped turn the tables into legal action.
Being canceled via social media doesn’t always equate to professional cancellation, though. Director Woody Allen continues to finance his own projects despite a decades-long allegation of sexually abusing his adopted daughter. Or witness the continued debate around Michael Jackson after the documentary Leaving Neverland detailed Jackson’s alleged sexual abuse of two boys. Some believe it’s character assassination of a dead icon. Others grapple with rethinking everything they thought they knew about a man whose music defined multiple generations. “Cancel culture is not really canceling anyone,” said Grundy. “O.J. is not canceled, and he knows that.”
Wood makes a similar point: “O.J. Simpson has been canceled, re-canceled and triple-canceled and he’s just oblivious to it. He doesn’t acknowledge it,” he said. “If you ever wanted proof that you don’t necessarily have to obey cancel culture, it’s O.J.! O.J. just walks right back in like, ‘Nah, no big deal.’ ”
As Simpson continues to experiment with Twitter, what he won’t find is wide-scale empathy — if that’s a treasure he seeks. It seems unlikely that we’ll ever collectively decide to let bygones be bygones for Simpson. That would require that he acknowledge his past. At this point, there are 900,000 reasons that it’s difficult to envision he ever would.
BOSTON — “I still keep his texts.”
Ian Forde, a merchandise manager for the global sportswear company Puma, can’t bring himself to delete his iPhone thread with the late Nipsey Hussle. Every now and then, he’ll pull it up, reread old messages and reminisce about their conversations from the months they spent working together on a co-branded capsule collection between Hussle’s store, The Marathon Clothing, and Puma, which the Los Angeles rapper and community leader joined as a brand ambassador in January 2018.
“It’s not a one-way situation. It’s … more authentic,” Hussle once said in an interview. “It’s more of a realistic partnership outside of just cutting a check and supporting product. It’s a deeper, more dynamic relationship.”
Forde met Hussle for the first time later that year after being assigned to oversee the collection from a design standpoint. During their creative process, he came to know Hussle as a serial texter. Any time he found some inspiration, he’d hit Forde up. And whenever Forde needed some input, he reached out to Hussle, who always messaged back within minutes, often with the praying hands emoji, or the black-and-white checkered flag, which symbolized how Hussle cherished life as a marathon. His partnership with Puma had become part of that journey.
In March, Forde traveled to L.A. to show Hussle and his team the finalized pieces of the Puma x TMC apparel, footwear and accessories. Hussle signed off, marking the official completion of his first collection with a global brand. And before Forde went back to Boston, Hussle made sure to thank him.
“He looked at me and was like, ‘Listen … I really appreciate you helping to shepherd this through,’ ” Forde remembers. “It kind of felt different coming from him. That he was appreciative not in a way that you just say thank you, but in a real man-to-man way. For me, that was the ultimate validation about everything that we had done.”
That was the last time Forde spoke to his colleague and friend. Four days after he left L.A., Ermias “Nipsey Hussle” Asghedom was shot and killed outside of his Marathon Clothing store near the corner of Crenshaw Boulevard and Slauson Avenue in South Central L.A. He was 33 years old.
Five months after the tragedy, though, Hussle’s partnership with Puma continues. On Monday, TMC took to Instagram to announce a Sept. 5 release of the capsule collection Hussle worked tirelessly to perfect — and Puma saw his vision through.
View this post on Instagram
Our team is proud to announce that our first collaborative capsule with @puma drops on September 5th 2019. Nipsey spearheaded this project from concept to final product over the course of last year, flying to meetings, reviewing samples, bringing in material references he liked, and most importantly ensuring that it reflected his style authentically with no compromise. Each detail from logo placement, fit, colorways, and materials was thoughtfully done. His signature style and DNA can be found in each garment that’s part of this collection from the khaki suit to the tracksuit. This project is very special to our team and we’re handling it with the utmost care to ensure it’s delivered exactly as Nipsey envisioned it. It’s a privilege for us to honor his commitment and carry out this project for people to receive a personally curated collection by Nip Hussle Tha Great.
A post shared by The Marathon Clothing (@themarathonclothing) on Aug 19, 2019 at 5:07pm PDT
“I hoped that it would see the light of day and people would see all the work that went into it … all the attention to detail,” Forde said. “I wanted people to experience what I experienced working with him … We know him for a music angle, but do we know him from a style point of view? This collection speaks to different facets of who he was.”
The 19-piece collection — featuring two colorways of the iconic 1980s Puma California sneaker, a pair of woven khaki jacket and pants suits, a marathon-themed MCS tracksuit and more — was designed using the measurements of Hussle’s body. Every single element of the capsule was created to represent California, the Marathon and, most importantly, Nip Hussle tha Great.
“It’s so representative of what he wore and what he loved about Puma,” says Adam Petrick, Puma’s global director of brand and marketing. “There’s a lot of that energy in it. It’s nice to be able to keep it clean, keep it simple, keep it focused on who he was and how he wanted to tell his story through our product.”
Puma also announced that 100 percent of the net proceeds from the sales of collection will go to the Neighborhood “Nip” Foundation.
“Nip wouldn’t have wanted it any other way,” says Chief Johnson, Puma’s senior manager of entertainment and marketing who worked more closely with Hussle daily than anyone from the brand.
A few years ago, Johnson was one of the first people to envision a partnership between Puma and Hussle. Eventually, that idea stuck.
In 2014, when Johnson worked in marketing for California lifestyle company Young & Reckless, he executed his first brand deal with Hussle. Young & Reckless and TMC partnered with Pac Sun for a limited-edition “Crenshaw” collection. Johnson remembers the day of the pop-up shop release, when approximately 1,000 people lined up outside in the pouring rain to cop pieces from the collection, which sold out in a half-hour.
“That’s the moment I realized, ‘Damn. He’s a lot bigger than I thought … he commands attention and people love him.’ He had this infectious attitude and this charisma that he carried himself with. You wanted to be around it,” said Johnson.
In 2017, Johnson began working for Puma and maintained his relationship with Hussle.
“When I came over to Puma, Nip was one of the first people I texted,” Johnson says. “He was like, ‘Yo, you already know. I’m ready.’ I just knew that doing something with him would set us on a path that was gonna be something amazing.”
Hussle also got the co-sign from Emory Jones — a cultural consultant for Puma (who’s also teamed up with the brand for his own collection) and the right-hand man of the legendary rapper and businessman Jay-Z, the founder of Roc Nation who in June 2018 was named the creative director of Puma’s relaunched basketball division. Jay-Z had also been a huge supporter of Hussle for years after famously buying 100 copies of his $100 mixtape Crenshaw back in 2013.
“Emory Jones … actually approached me,” Petrick recalls, “and said, ‘There’s this guy, he’s doing these amazing things. He’s really fantastic as an artist, but it’s also more than just his art. It’s how he works with his community and how he’s really pushing forward with the right energy to make the world a better place.’ … Emory recommended that we talk to Nip and try and figure out if there was a way to work with him. We took our time about it, did it the right way, established a relationship and eventually it was time to have him become a part of the family.”
After about a year of conversations, Hussle made it official — signing his Puma deal live on air during an L.A. radio appearance on Power 106’s The Cruz Show, nearly a month before the release of his Grammy-nominated, and now-classic, debut studio album, Victory Lap. And from the early days of the partnership, Hussle showed undying support to the brand, most notably through his daily wardrobe. Pairing Puma’s iconic T7 tracksuits, which first debuted in 1968, with Clydes and Suede sneakers became a part of Hussle’s go-to swag.
“Honestly, they should rename the T7 tracksuit the ‘Nipsey tracksuit.’ He’s the only person that literally makes a tracksuit look like a tuxedo,” says Johnson, who estimated that Hussle owned at least a dozen white Puma tracksuits alone. “Anytime stuff came in, it was like, ‘That’s Nip’s corner in the office. Fill those boxes up. Send them.’ To the point where … little things I remember like he once said, ‘Keep that box at the office, because I ain’t got no more room.’
“We just made sure he was always dripped out, and didn’t have any void in product. Every time he wore it, man, it felt like something brand-new.”
By late summer 2018, Hussle appeared as the face of his first Puma campaign for the brand’s relaunch of the California sneaker. On Sept. 10, 2018 — Forde knows the exact date from the text message thread that remains in his phone — Hussle and the TMC team arrived at Puma’s Boston headquarters to discuss collaborating for his own co-branded collection. Jones told Hussle to find Forde once he got there. That’s the day their relationship, and the design process of the collection, began.
View this post on Instagram
A post shared by Nipsey Hussle (@nipseyhussle) on Oct 11, 2018 at 12:27pm PDT
“He was superattentive. He paid attention to the details … the larger picture. He treated everything like an album or a project, and every item in the collection is almost like a track, right?” Forde said. “There’s the intro, there’s the outro, there’s the party song, there’s the more introspective, reflective song. Everything had a cadence and a rhyme or reason.”
During that first meeting, Hussle played one of his old music videos from the early 2000s. In it, he wore some cutoff khaki shorts with an oversize white tee, and on his feet was a pair of Pumas. That’s really how long Hussle had been rocking with the brand. The throwback outfit inspired the two woven khaki suits created for the collection. And that moment represented how hands-on Hussle proved to be over the next several months.
“At one point with this collection, we’d reached a creative roadblock. I think we were speaking to ourselves and we weren’t really communicating in the right manner,” Forde remembers. “He called me one day and was like, ‘There’s some things I want to work through as a team.’ He’s like, ‘I’m gonna bring the team to Boston.’ …
“Three days later, he came. He stayed here for two days. We worked from 9 to 5. We worked through lunch. Through that, we took him to the material library. He touched fabric. We looked at different executions. We looked at what he was doing, what the brand was doing moving forward, and how he could best encapsulate all those best ideas.”
While Puma worked on the collection, Hussle leveraged his partnership to give back to his community and kids in need, surrounding the brand’s return to basketball for the first time in nearly two decades. He came up with the idea of collaborating with Puma to refurbish and repaint the basketball courts at L.A.’s 59th Street Elementary School, located right around the corner from his grandmother’s house. (59th and 5th Ave, granny house with vanilla wafers, he raps on his Victory Lap track “Dedication.”) Hussle also donated $10,000 to the school on behalf of the brand and TMC.
Last fall when Puma debuted the Clyde Court — the first basketball shoe — Hussle and fellow Californian MC G-Eazy boarded the brand’s private jet and ventured to Las Vegas, where they pulled up to the Puma store and bought every single pair of the sneaker, which they gave to local high school players.
(That wouldn’t be the last time he used the jet. For the music video of his track “Racks in the Middle” — in which he famously spits the line, See my granny on a jet, some s— I’ll never forget / Next day flew to Vegas with my Puma connect — Hussle hit up Johnson about using the plane, which happened to be in L.A., not New York, where it’s typically kept. Johnson made some phone calls, passing the request up Puma’s chain of command, and within a few hours, got him an answer. To this day, Forde cherishes the music video because in it, Hussle is wearing a prototype of the MCS tracksuit they designed for the first Puma x TMC collection.)
In March, Hussle returned to Power 106, and in what ultimately became one of the final recorded interviews of his life, he announced his new deal with Puma for 2019 that would include multiple future co-branded collections, the first of which was set to drop in September.
On March 31, Hussle was killed — the day before his previously scheduled meeting with L.A. mayor Eric Garcetti, Jay-Z and members of Roc Nation on combating gang violence in his hometown. The following week, he’d planned on traveling with Johnson to Puma’s global headquarters in Germany to be a part of a brandwide summit for the first time.
“We were gonna be in front of the entire Puma team and talk about this collection, talk about what the future could hold,” Petrick says. “There were so many positive ideas about what we could do down the road. He was so enthusiastic about the brand, and I think that the sky was the limit. To have that happen in that moment was just crushing.”
Johnson still made the trip to Europe to clear his head and represent the man he called his brother. He left early to return to L.A. for Hussle’s funeral on April 11, held at Staples Center before one final victory lap around South Los Angeles with a procession spanning 25 miles. In the ensuing months of Hussle’s death, Petrick confirmed the posthumous continuation of his partnership with Puma while speaking at The Wall Street Journal’s Future of Everything Festival. Billboards and posters teasing his collection soon went up across L.A., featuring “TMC” in white letters and an image of Hussle, head down above praying hands, from his final Puma photo shoot. Johnson remembers that day vividly, with one moment standing out to him. After the shoot wrapped, true to Hussle’s appreciative character, he went around the room and gave everyone on set a hug.
“To this day, it still doesn’t seem real that he’s gone,” Johnson says. Now, it’s only right that he and Puma celebrate Hussle’s legacy with his long-awaited collection. In less than two years as partners, Puma and Nipsey Hussle have become synonymous.
“It’s bittersweet, because you wish he was here to enjoy this moment with the TMC family and Puma,” Johnson says. “But I do believe he’s somewhere smiling down, like ‘Yeah. Y’all did it.’ ”