Amapiano star Zee Nxumalo is continuing to make her mark beyond music, landing a starring role in Puma’s South African campaign for the H-Street sneaker.

The singer-songwriter fronts the local campaign for the archival silhouette, which forms part of Puma’s wider global rollout featuring international K-pop star Rosé. The campaign brings together music, streetwear and everyday South African culture, placing the sneaker in familiar settings such as backyard braais and neighbourhood hangouts.

While the H-Street has a distinctly modern, low-profile look, its roots stretch back to Puma’s performance footwear. The silhouette draws inspiration from the brand’s late-1990s Harambee running spike, a lightweight racing model whose name comes from the Swahili expression meaning “pull together”.

The H-Street was first introduced as a lifestyle model in 2003 and has since been brought back from Puma’s archives, retaining elements of its track-and-field DNA while adapting them for everyday wear. Its design includes a lightweight mesh upper, low-profile shape, T-shaped toe box and metallic silver detailing, giving it a retro athletic feel with a contemporary streetwear edge.

For Zee, the partnership appears to be a natural extension of her increasingly visible influence across music, fashion and youth culture.

“I’m always on the move, whether it’s performing or travelling, so I need something that feels light and easy to wear. I love that the H-Street gives me that, but still has that edge that pulls a whole look together,” she said.

 

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A post shared by Zee Nxumalo (@zeenxumalo_)

Her latest campaign also builds on an existing relationship with Puma. Zee has previously featured in the brand’s global Speedcat campaigns, alongside international stars including Dua Lipa and Rosé, further establishing her as one of South Africa’s rising style and cultural voices.

The H-Street campaign reflects the growing crossover between South African music and global fashion, with amapiano artists increasingly becoming influential figures in shaping how local culture is represented internationally.

Puma’s decision to place Zee at the centre of its South African campaign gives the archival sneaker a distinctly local identity, while connecting it to a global conversation around sport-inspired fashion and street style.

The H-Street is available in colourways including Fizzy Green, Puma Black and Poison Pink. In South Africa, the sneaker retails for R1,899 and is available through PUMA.com, Puma retail stores, Sportscene, JD Sports, Superbalist and Office London.

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