Sports brand ‘glamorised crime’ in gang and drug-themed party
PUMA has been criticised for hosting a drug and gang-themed party in central London as the murder rate on the capital’s streets rose.
The sportswear brand sent out “trap phones”, mimicking the pay-as-you-go mobiles preferred by drug dealers because they are less traceable by police, to the style “influencers” it wanted to invite to the “House of Hustle” party.
Chosen attendees also received wads of fake £50 notes with their invitation to the party, which was held in an abandoned four-storey Soho town house.
Puma, which held the event with JD Sports, gave out business cards reading “turn on the trap line”. Trapping is the selling and dealing of drugs – and is thought to be behind much of the recent crime claiming the lives of young people on London’s streets.
The party venue was covered in graffiti with dirty-looking mattresses on the floor and blacked-out windows, with tattoo artists on standby to “ink” people. Party-goers were encouraged to use the hashtag #runthestreets on Instagram and Twitter, a phrase associated with gang violence.
Amber Gilbert-coutts, a London social worker, used Instagram to criticise Puma, saying that the party irresponsibly promoted crime and violence.
She described the party as “far from cool”, writing: “Adolescent drug dealing so often results in violence, exacerbated deprivation and community pain. In other areas of the capital that night there were a staggering six stabbings in 90 minutes. We are not even a quarter way through the year and in London alone there have been 50 fatal violent crimes. The vulnerable young people – both girls and boys – who are most at risk of becoming victims … are those who are associated with gangs and the related drug markets.”
Jessica O’neill, volunteer coordinator at Mothers Against Violence, wrote: “Puma shouldn’t be deceiving young people or capitalising on the hashtag #runthestreets.”
Headie One, a “drill” artist, performed at the event. Drill is a genre of rap music that has been criticised as its lyrics often glamorise stabbings and shootings, and refer to real London gangs. Headie One’s lyrics contain references to shooting rivals and other violence. Puma and JD Sports have been contacted for comment.