Meet Mancunian Sami Mahmood and Londoner Riley Jhanji, two upcoming videographers not even hitting 20 but who are already making waves in their respective cities. As part of its Run the Streets project, PUMA is giving a voice to this next generation of creative forces who're representing their ends through hard work and hustle.

The guys have never met, yet they both picked up the camera at similar times. Taken together, they've captured hundreds of artists across multiple projects, with big hitters like Novelist and WhyJay making it in front of their lenses. The two's work forms part of the next stage in their cities' scenes, as well as the new grime renaissance.

As part of Run the Streets, the two tested out PUMA's new techy street-ready silhouette, the TSUGI SHINSEI. With 'tsugi' Japanese for 'next' and 'shinsei' translated as 'reborn', the sneaker mirrors the message these creators are sending with their attitude and their work. Encompassing PUMA's forward-thinking philosophy of Sportstyle running gear, the sneakers work a snug sock-like construction with nylon padded tongue across the brand's trademark IGNITE foam. The smooth ride is mirrored through the smooth, minimal lines of the shoe. Its contemporary edge sharpens thanks to the innovative new lacing system. From the brand that brought you automatic lacing comes a system that's split across the TSUGI SHINSEI's lateral and medial sides, ensuring a secure and comfy fit.

Manchester's Sami Mahmood is the guy behind SVMIVISUALS, a YouTube channel started in 2014 housing tons of music videos from some of the strongest upcoming MCs in hip hop and grime in the city. "The majority of the artists are Manchester-based," explains Sami. "I think that's why I've built such a buzz for myself because I've spread myself across the whole city to the point that if someone's in need of a video, my name is most likely to get mentioned first."

While it may have started in the front room of his close friend Sin-Seer, the channel is now a project Sami runs himself, with some of his strongest work so far being, he reckons, with Fumez & Sweeney on track "One Day" or Izzie Gibbs & Fumez's "Them Times". "WhyJay did a madness on instrumental and the visuals just turned out insane, with the motion tracked text and scribble effects," adds Sami.

Your Highsnobiety privacy settings have blocked this YouTube video.

Meanwhile upcoming Londoner Riley first picked up a camera two years ago, inserting himself square in the scene and managing to bag a vid for Novelist’s "Endz" straight off the bat, back in 2015 – a year after the MC was nominated for Best Grime Act in 2014's MOBO Awards.

"I always used to watch stuff on YouTube off people I knew. As I became older like the production of videos and stuff always interested me and it just made me wanna be a part of it," he explains. "I used to watch vids thinking rah I could've done that... ahh that could've been done better."

Some 70 artists later, Riley's on the come up.

Your Highsnobiety privacy settings have blocked this YouTube video.

Watch the videos above and find out more via PUMA’s site. Show us how you’re running your streets by tagging @PUMA on the 'gram and using the #RunTheStreets and #Tsugi hashtags.

Next, meet the two upcoming photographers running the streets of London and Manchester in part one of PUMA's project.

  • VideographerCill Farrell
  • VideographerArmin
  • PhotographerAshley Verse
  • Music MCRJake Jones
  • Music LDNJGBRM
  • TalentSami Mahmood
  • TalentRiley Jhanji
We Recommend
  • PUMA's Speedcat sneaker in red and blue colorways
    PUMA Knows It Made the Next It Shoe
    • Sneakers
  • rappers real names list Desiigner lil skies wiz khalifa
    An Exhaustive, A-Z Journey Through Real Rapper Names
    • Culture
  • Cartier SoHo
    When Cartier Met SoHo: The Next Chapter of Cartier’s Love Story with NYC is Materialized
    • Culture
    • sponsored
  • off-white air force 1 mid varsity maize
    Off-White™'s AF1 Mid Is Both A-Maize-ing & Grim
    • Sneakers
  • PUMA x P.A.M
    Footie In A Parallel Universe? PUMA x P.A.M Will Kit You Out
    • Street Style
    • sponsored
  • Image on Highsnobiety
What To Read Next
  • New Balance 1000
    ALD Has Unearthed Another Forgotten New Balance Dad Shoe
    • Sneakers
  • Future Society Optimal Habitat Fragrance Primer
    A Primer on Fragrance Primers
    • Beauty
  • A Loro Piana kiosk giving out thistles in Milan
    Loro Piana FW24 Takes It to the Streets of Milan
    • Style
    • sponsored
  • Gucci Fall/Winter 2024.
    Gucci's Minimalist De Sarno Era Is in Full Swing
    • Style
  • Birkenstock's SS24 1774 sandal collection campaign
    The Two Sides of Today's Birkenstock
    • Sneakers
  • Moschino Fall/Winter 2024 collection runway show
    Even Moschino Has Gone Quiet Luxury
    • Style
*If you submitted your e-mail address and placed an order, we may use your e-mail address to inform you regularly about similar products without prior explicit consent. You can object to the use of your e-mail address for this purpose at any time without incurring any costs other than the transmission costs according to the basic tariffs. Each newsletter contains an unsubscribe link. Alternatively, you can object to receiving the newsletter at any time by sending an e-mail to info@highsnobiety.com

Web Accessibility Statement

Titel Media GmbH (Highsnobiety), is committed to facilitating and improving the accessibility and usability of its Website, www.highsnobiety.com. Titel Media GmbH strives to ensure that its Website services and content are accessible to persons with disabilities including users of screen reader technology. To accomplish this, Titel Media GmbH tests, remediates and maintains the Website in-line with the Web Content Accessibility Guidelines (WCAG), which also bring the Website into conformance with the Americans with Disabilities Act of 1990.


Please be aware that our efforts to maintain accessibility and usability are ongoing. While we strive to make the Website as accessible as possible some issues can be encountered by different assistive technology as the range of assistive technology is wide and varied.

Contact Us

If, at any time, you have specific questions or concerns about the accessibility of any particular webpage on this Website, please contact us at accessibility@highsnobiety.com, +49 (0)30 235 908 500. If you do encounter an accessibility issue, please be sure to specify the web page and nature of the issue in your email and/or phone call, and we will make all reasonable efforts to make that page or the information contained therein accessible for you.