Lauren London has partnered with Puma to release a moving video dedicated to her longtime love, Nipsey Hussle.
“There is nothing to hide here,” London’s voice reads in the narration of her new “Forever Strong” video, quoting from a poem written by Nip’s sister, Samantha Smith. “No way to pretend. We relate, we disagree, we disengage. We are running into each other. We are the song that writes itself. The melody replays in the key of elevated living. We forget the words, we never forget the feeling. Glory and divinity conduct our symphony.”
London’s Puma campaign, which was unveiled on Tuesday, pays tribute to Hussle and his legacy. Hussle, 33, was murdered in front of his Marathon Clothing store on March 31.
Nipsey was an ambassador for Puma before he died. As part of that partnership, Puma dropped the PUMA x TMC Collection in September, which Nipsey designed with Puma. Profits from the collection went to the rapper’s Neighborhood “Nip” Foundation, according to USA Today.
London, 35, is continuing the marathon with the company. She was captured in the beautiful video walking around Crenshaw and Slauson, where Nipsey was from, reciting the poem from Smith. “Pain is the light, pain is insight. The body hurts but the spirit grows. The flesh is starving while wisdom overflows. I got a question only Lord knows: Does life birth us twice?”
Puma called the video a “creative vision” that London brought to the sporting apparel company that continues Hussle’s legacy.
“Lauren London is proud to join forces with PUMA to support her on this next chapter of her journey,” Puma said in words that accompanied the video. “This piece was a creative vision Lauren wanted to bring to life to signify the continuation of her marathon alongside PUMA. Forever Stronger.”
In the video, which was directed by Danny Williams, Lauren proudly displays the ink of Nipsey she had tatted on her right forearm.