When Amelia Gray Hamlin, the 24‑year‑old American model known for Vogue spreads and Met Gala turns, stepped onto a neon‑lit set on June 3, 2025, PUMA SE launched the first chapter of a three‑part global campaign designed to resurrect its 1999 Mostro sneaker. Created by Anomaly, the Y2K‑inspired story follows a night‑out from club entrance to after‑hours chill, with each act paired to a fresh colorway drop. The move ties the sneaker’s 25th‑anniversary hype to Gen Z’s retro cravings, and the fashion world is already buzzing.
- Campaign debut: June 3, 2025
- Three chapters, three colorways: electric pink, black, soft sage
- Key players: Amelia Gray Hamlin, Anomaly, Justin Fly, Camille Boumans, Tereza Mundilová
- Retail price: $140 USD per pair
- Distribution: PUMA.com, flagship stores in New York, London, Tokyo, Berlin, select stockists
Background: The Mostro’s Legacy
The Mostro sneaker first hit shelves in 1999, a hybrid mash‑up of a 1960s track spike and an ’80s surf shoe. Its spiked rubber sole and utilitarian strap gave it a rugged, almost futuristic edge. The shoe vaulted into pop culture when Icelandic singer Björk and pop queen Madonna swapped them for the Drowned World tour in 2001, cementing the "monster" moniker – Italian for *mostro* – as a badge of rebellious style.
Fast‑forward to 2024, PUMA flirted with the silhouette again via a street‑wear collab with Berlin label Ottolinger and a limited drop with rapper A$AP Rocky. Those releases whetted collectors’ appetites but never delivered a full‑scale narrative. That’s why the 2025 campaign matters: it’s the first time the brand has built a cinematic, chapter‑by‑chapter story around the shoe since its birth.
The Anomaly Campaign Unveiled
Justin Fly, Group Creative Director at Anomaly, summed it up in a press briefing: “The work celebrates the cultural legacy of the Mostro, but through the contemporary lens of a night out partying with the iconic Amelia Gray.” The campaign rolls out in three distinct acts, each anchored by a new colorway and a fresh visual mood.
Chapter One: Spotlight Entrance (June 3, 2025)
The opening clip drops across TikTok, Instagram Reels, and YouTube Shorts. It shows Gray slipping into a glitter‑covered hallway, the camera tracking her as strobe lights slice the darkness. The backdrop is a re‑creation of a 1999 rave venue – think inflatable canopies, laser grids, and a DJ booth piled with vintage CD‑J decks. The sneaker on display is the classic white‑leather Mostro, its spiked sole catching every flash.
Chapter Two: Colorway Drop (July 24, 2025)
Two new versions hit the market: a hyper‑saturated electric pink and a sleek midnight black. Both were unveiled in a high‑energy dance‑floor sequence directed by Belgian filmmaker Camille Boumans. Czech photographer Tereza Mundilová captured Gray mid‑spin, the sneakers glowing against a backdrop of mirrored walls. Production partner BWGTBLD shot the whole thing over ten days in March 2025, piecing together European club spaces that mimic early‑2000s rave aesthetics.
Chapter Three: After‑Hours Sage (October 3, 2025)
The final act softens the vibe. Gray lounges at a neon‑lit diner, neon signs humming the same synth‑wave tracks that blasted through 1999 clubs. The new soft‑sage colorway drapes the Mostro in a muted, pastel tone, suggesting a wind‑down after the night’s frenzy. The shot’s intimacy – a close‑up of Gray’s feet tapping to a low‑beat while she sips a neon‑colored slush – ties the sneaker to both high‑octane party and low‑key chill.
Strategic Stakes: Targeting Gen Z
The campaign isn’t just nostalgia; it’s a calculated push to snare Gen Z shoppers who love retro revivals but demand modern performance. At $140 USD, the Mostro sits in a sweet spot between premium heritage drops and mass‑market trainers. Its moisture‑wicking synthetic upper and 1.2‑inch spiked sole meet today’s comfort expectations while the adjustable strap maintains that "surf‑to‑street" utility the original designers bragged about.
PUMA limits distribution to its own digital storefront, flagship locations in major fashion capitals, and a handful of curated stockists. That scarcity fuels hype on resale platforms, a tactic the brand used successfully with its RS‑X line last year.
Reactions from the Industry
Fashion watchdogs have taken note. Adweek called Gray “the new It girl for heritage products,” while The Impression’s review described the campaign as “insanely cool, slightly terrifying,” dubbing the model the "north star" of the Mostro’s disruptive vibe.
Justin Fly added, “We wanted a story that feels like a night you’d actually live – chaotic, colorful, then a quiet moment where you reflect on the experience. The Mostro is built for that journey.”
Street‑style photographers on Instagram have already begun posting their own takes, often swapping the sneaker on gritty alleyways to prove the design’s versatility.
What’s Next for the Mostro?
While PUMA hasn’t announced a concrete follow‑up, insiders hint at a possible collaboration with a Japanese tech label for a limited‑edition “glow‑in‑the‑dark” version aimed at summer festivals in 2026. The brand also hinted at extending the narrative into a short‑form series on TikTok, giving fans behind‑the‑scenes looks at the choreography and set design.
Regardless of what comes next, the three‑chapter rollout proved that a heritage silhouette can be refreshed without losing its DNA – a lesson other legacy brands are watching closely.
Frequently Asked Questions
Why did PUMA choose Amelia Gray for the Mostro campaign?
Amelia Gray bridges high‑fashion credibility with a youthful, social‑media following that matches PUMA’s aim to reach Gen Z. Her recent Vogue covers and Met Gala appearances give the Mostro an immediate style cachet, turning a retro sneaker into a fresh cultural touchpoint.
What are the technical specs of the new Mostro colorways?
All three drops keep the original silhouette: a spiked rubber sole measuring 1.2 inches at the heel, a synthetic upper with moisture‑wicking lining, and the signature adjustable strap. The electric pink and black versions use a high‑gloss finish, while the soft‑sage version adopts a matte, pastel‑toned upper.
How can consumers purchase the Mostro sneakers?
The shoes are sold exclusively through PUMA .com, PUMA’s flagship stores in New York, London, Tokyo and Berlin, and a curated group of select stockists. No mass‑market retailers are involved, keeping the drops limited and collectible.
What does the Y2K aesthetic bring to the campaign?
The Y2K look taps into the current nostalgia wave, referencing the rave culture that first made the Mostro iconic. Neon lighting, laser grids, and early‑2000s EDM tracks evoke the era’s club vibe, making the sneaker feel both retro and newly relevant to today’s party‑ready youth.
Are there plans for more Mostro collaborations?
While PUMA has not confirmed specifics, industry whispers suggest a partnership with a Japanese tech label for a glow‑in‑the‑dark version slated for 2026, plus potential short‑form video extensions on TikTok to keep the narrative alive beyond the three chapters.