Puma, a brand created in the 20s by brothers Adolf and Rudolf Dassler, is renowned for being innovative, dominating the sports clothing and accessories sector, sticking to its four main pillars; heritage, sport, technological innovation and design. The brothers were passionate about creating sports performance enhancing shoes, and it was this passion that saw Olympic stars throughout the years break records wearing Puma Spikes.
Now the brand has developed its style into a distinctive fusion of sport, lifestyle and fashion which has meant that it’s not only sports stars getting involved. As well as the likes of sprinting heroes such as Usain Bolt and footballer Mario Ballotelli, in the more recent years, Puma has attracted the attention of a different breed of stars, from singers to reality stars.
As you may recall, for two years Rihanna was creative director of the sell-out Fenty x Puma ranges, and she’s back at it again with the Fenty x Puma Spring/Summer 17 collection. To celebrate its release Rihanna got all hands on deck as she took on the role of cashier in a two day pop up shop in LA, and fans were able to buy the new footwear from the lady herself.
Rihanna’s work with the brand has had a substantial affect, as her reprise of Pumas’ classic silhouettes has caused an increase in demand for the old school creations.
Following in the footsteps of RiRi was Kylie Jenner, signing a $1 million six month deal with Puma. This April, she launched the brand’s Spring/Summer women’s training campaign.
Global Director, Adam Petrick stated that;
‘Kylie represents a fresh and exciting new era for fashion and we couldn’t think of a more fitting and influential female to headline this campaign for PUMA.’
The latest brand ambassador is pop sensation, The Weeknd, who has taken to instagram to tease his first Puma campaign, ‘Run The Street’.
The new Tsugi Shinsei’s are full of the latest technology to ensure maximum style and wearer comfort. Inspired by Japanese design, the shoe features a unique lacing technique for an avant-garde look. Nylon padding and sock construction allow for the trainer to fit each wearer accordingly. Despite these fancy features, Puma have not forgotten its main focus, which is to enhance sporting capabilities, injecting ‘Ignite Foam’, their most innovative running cushioning technology.
The Puma Tsugi Shinsei was released in two colours, black and white, and became available globally at select Puma retailers on the 21st of April.
Collaborations with celebrities has allowed Puma to reinvent their product lines and infuse fresh and sought after features. Partnerships with popular icons such as Rihanna offer the endorsements that are generating more interest in the brand from the younger millennial generation, who are looking for new ways to emulate their idols.
Who will Puma team up with next?
Text: Afua Aidoo
Images: Puma, Kylie Jenner, Rap up