This month, PUMA launched their ’24/7′ campaign, the brand’s newest performance proposition for men, featuring four-time Formula One world champion Lewis Hamilton.

As the newest addition to the PUMA family, the 32-year-old Hamilton will spearhead the Men’s Training Business launch, beginning with the ’24/7′ marketing campaign, which redefines the brand’s performance philosophy in a time when workouts are no longer constricted to the gym.

PUMA believe Hamilton is the perfect embodiment of the 24/7 training proposition. With his unending travels and insane schedule, he demonstrates just how necessary it is to have a wardrobe that performs from the gym to the street.

The brand recognise that the city itself can be the gym, track and stage all day, every day, which is how “24/7” came about. The streetwear line is built to perform. Product designs feature a fusion of high performance training technologies with streetwear styling to create the most flexible collection to date.