You have to be active in the streets to truly know them. And to be active you need a hustle that creates a dynamic, symbiotic relationship between you and the streets. As part of its Run the Streets campaign, PUMA is giving a voice to key creative individuals who represent their city through hard work and hustle.

PUMA has been a streetwear leader for decades; perhaps most notably New York’s b-boy and hip-hop scenes adopted the brand’s sneakers as early as the 1980s. And it's continued to prove its worth in recent years by working with pioneering artists such as The Weeknd and Rihanna, as well as streetwear custodians including Patta, Trapstar and Daily Paper.

But the streets aren’t just run by the rich and famous, and so PUMA is also shining a spotlight on young individuals leading the way, innovating and inspiring others within their field. First up: British photographers Isaac Cambridge and Jake Millers.

In two new videos, Isaac and Jake discuss what it takes to run the streets in their respective cities and unsurprisingly it’s a constant grind. However, the potential payoffs are priceless and the message is clear, keep striving and own yourself and your city.

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