Lauren pays tribute to Nipsey Hussle in New ‘Forever Stronger’ Puma collaboration


Lauren London has teamed up with Puma to pay tribute to her late boyfriend, Nipsey Hussle.

On Tuesday, London disclosed her “Forever Stronger” partnership with the sportswear company and released a moving campaign video that respected the love and legacy of Nipsey, who was a Puma ambassador before his demise.

The latter was shot and killed in front of his Marathon Clothing store in Los Angeles on March 31. He was 33.

The all-powerful video features London looking back through the streets of Crenshaw and Slauson that Nipsey called his home, as she delivered a poem written by his sister, Samantha Smith.

“Pain is the light, pain is insight. The body hurts but the spirit grows. The flesh is starving while the wisdom overflows,” Lauren says. “I got a question and only Lord knows: Does life birth us twice?”

Lauren pays tribute to Nipsey Hussle in New 'Forever Stronger' Puma collaboration
Lauren pays tribute to Nipsey Hussle in New ‘Forever Stronger’ Puma collaboration

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There are numerous nods to the rapper throughout the clip, including London’s remembering tattoo of Nipsey on the inside of her right forearm. The old-time partners share 3-year-old son Kross Ermias Asghedom.

The Danny Williams-directed video ends with London, standing in place on the same palm-lined street that she and Nipsey graced during their GQ “California Love” profile.
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“Lauren London is proud to join hands with PUMA to encourage her on this next chapter of her life,” Puma said in the text accompanying the video.

“This piece was a creative vision Lauren wanted to bring to life to signify the continuity of her marathon alongside PUMA. Forever Stronger.”

In September, the company came out with the new PUMA x TMC Collection that was designed in partnership with Nipsey before his death. All proceeds from the collection were donated directly to the Nipsey’s Neighborhood “Nip” Foundation.

In November, the rapper was posthumously nominated for several Grammy Awards, including best rap performance and best rap song for “Racks in the Middle.”

In answer to the news, Lauren wrote on her Instagram, “Grammy-nominated Nip. King Ermias. Humbled I was around such Greatness. Love You Forever.”

The awards will be handed out on January, 26.


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