Little Pumas Everywhere
All images photographed by Wendy Ngala.
In December of 2022…
I’d been selected by June Ambrose, former creative director of Puma, as a Next Generation Grant Recipient and tasked with creating a project featuring the globally renowned sportswear brands most popular products. Coincidentally, when I received this email I was 12 days away from boarding a one-way flight to Abuja, Nigeria and my first thought was “damn. who's going to tell them I’m not going to be in america?”
Twelve days later (and a persuasive email explaining my situation) I embarked on my very first trip to Nigeria. Throughout the duration of my stay, I journeyed through 3 countries, 6 Nigerian states and covered over 3,000 miles via car. It isn’t until you spend days in a packed vehicle with your cousins, aunts, and extended family do you start to notice exactly what defines culture-- the food, the community, the people, the clothes. As I looked out the back of the van I started to notice little pumas everywhere; on motorcycles, on soccer balls, on the backs of children and on the chests of hustlers.
Seeing the signature Puma logo embedded so deeply into the Nigerian culture made me realize just how prevalent the brand was in the country. Not because it’s one of the leading sportswear companies in the world, but because it is a brand for the people. Unbeknownst to me, I stumbled upon Puma culture which put simply is a combination of perseverance and grit..
“I feel this immense duty to each subject I photograph and that is simply to do them justice.”
Opting for an unconventional approach, I decided that this creative endeavor would center solely on stimulating the immediate economy and highlighting the indigenous creativity and beauty of Nigeria.
My days were occupied meeting with local craftsmen, sourcing materials from the local markets, working out of a local university's art department to construct a life-size cut-out of the iconic puma logo and traveling to different states to scout resources and potential shooting sites. I worked closely with my cousin Emmanuel Tanko whose carpentry skills helped bring to life the 12 x 15 foot puma cutout seen in pictures throughout this blog. There were 3 renditions of this cutout made: one of glass, one of cloth and one of metal. All locally sourced and crafted by artisans I met while on-site.
My lens enabled me to capture not just images but the spirit of collaboration, innovation and cultural appreciation. I’ll forever credit this project for etching into my brain the power of leadership, intention and courage. This project is an extension of my identity not only as an African woman, but as an African artist.
Strangers aren’t allowed in the river…
As you can imagine, there is a certain barrier to entry in many countries. These boundaries are incredibly important, especially in cultures and communities that have often been historically taken advantage of. I had a vision in my head of an image in the water— the day prior to this photo being taken I went to scout Yola’s Water Treatment Plant and was told I couldn’t photograph here because I am not native to the country. It was then that a family friend and artistic liaison Ahmed Ismaila Ahmed explained, in Hausa, that I am in fact from the area and had my mother not taken me abroad for schooling I could be likened to his daughter. This explanation was quite validating for me as a first-generation African who grew up in America.
This photo means even more to me knowing that it almost didn’t happen.
Little Pumas Everywhere is not merely a photo project; it is a visual testament to my unwavering passion to transcend conventional storytelling.
After being tasked with producing a creative project inspired by Puma’s products and deciding to travel 5,669 miles away from home I captured the unique connection between a sportswear brand and the people who wear it. The journey from New York to Nigeria evolved into a deeply immersive experience wherein I found myself conquering two birds with one stone: fulfilling a creative project and reconnecting with my roots. While I’ll proudly credit myself as the creative director and photographer, what is not so obvious are the responsibilities that extend beyond these titles-- I served as a dreamer, a commissioner, a teacher, a student, a receptive listener, and most importantly, a girl armed with a formidable vision.
“Ultimately, my camera became an extension of not only my eyes but my heart. Revealing that the deepest form of care as an African artist is to capture my people.”
Images © Wendy Ngala | Text: Wendy Ngala
