ROTTERDAM, 23 July 2025 – Rotterdam rapper Qlas has been selected by PUMA Europe to represent the city in a new campaign centred around the Fade NITRO sneaker. The campaign connects local artists from Rotterdam, Naples, and Marseille to football-inspired street culture.
Qlas featured in PUMA's new Fade NITRO campaign
Rotterdam-based artist Qlas has been chosen to represent the Netherlands in PUMA Europe’s latest campaign for the Fade NITRO sneaker. The campaign focuses on cities where football culture plays an integral role in shaping local identity, with Rotterdam taking centre stage alongside Naples and Marseille.
The campaign, which was launched on 15 July 2025, features local artists as ambassadors of their cities’ distinct street cultures. Qlas, a rapper emerging from Rotterdam’s music scene, was selected for his close ties to the city and his growing influence in the local community.
Highlighting football as street culture
In the campaign, PUMA explores how football transcends sport in urban environments, becoming part of a city’s rhythm and expression. Each of the three cities contributes a different artistic voice: Qlas from Rotterdam, Bigmadwolff from Naples, and Alonzo and JMK$ from Marseille. The Marseille launch included a tie-in with MARSCUP, a grassroots football tournament, where Alonzo supported the local youth on the sidelines. By featuring artists with authentic ties to their communities, the brand attempts to reflect each city’s unique character through the campaign.
The Fade NITRO sneaker
According to PUMA, the Fade NITRO model is described as a minimalist sneaker designed for comfort and everyday use. It features a NITRO midsole for cushioning, a PWRFRAME heel stabiliser for support, and a seamless upper encased in a streamlined cage. The branding includes the Fade NITRO label on the tongue and the leaping cat logo on the heel.
The Fade NITRO model is described as a minimalist sneaker designed for comfort and everyday use.
About the Rotterdam artist
Known for his direct sound and lyrical style, Qlas has been gaining attention both locally and beyond. His involvement in the PUMA campaign marks a step into a broader European spotlight while remaining rooted in Rotterdam’s music and street culture.
