Puma & Oqium presents: SMTM

Created by 25th Hour Agency in collaboration with Puma and Oqium, Show Me The Money transformed Amsterdam’s Studio 3000 into a time capsule of 1980s New York. The event celebrated the golden era of basketball and hip-hop, where gritty street courts, pulsating beats, and bold fashion came together to define a cultural movement.

Every detail of the night was crafted to honor the roots of streetball culture. From bold visuals that paid tribute to iconic moments in basketball history to a soundtrack of era-defining hip-hop classics, the atmosphere radiated the raw energy of the time. Guests were immersed in an environment where sport, style, and music collided, highlighting the cultural revolution that began on the courts and reverberated globally.

Show Me The Money wasn’t just an event—it was a tribute to the creative spirit of a community that turned basketball into a lifestyle and hip-hop into a global phenomenon.