The Collection Continues the Legacy of Pivotal Asian American Social Movements Including the Gidra Student Newspaper and Stop AAPI Hate
PUMA has teamed up with streetwear brand and longtime collaborator STAPLE, to introduce a collection of footwear and apparel inspired by Gidra, an Asian-American student-run newspaper created in response to anti-Asian sentiment in 1969.
Das Sportunternehmen PUMA hat die deutsche Langstreckenläuferin Konstanze Klosterhalfen unter Vertrag genommen. Sie wird ab dem ersten Diamond League Event in Doha am 5. Mai die Performance-Running-Produkte des Unternehmens tragen.
Bereits im Alter von 26 Jahren kann "KoKo", wie Konstanze Klosterhalfen in der Leichtathletik-Community genannt wird, auf eine beeindruckende Karriere zurückblicken. Sie ist amtierende Europameisterin über 5.000 Meter, hat Medaillen bei Weltmeister- und Hallen-Europameisterschaften gewonnen und auf verschiedenen Strecken von 1.500 Meter bis 10.000 Meter deutsche Rekorde aufgestellt.
Neben ihren großen Erfolgen auf der Bahn hat Klosterhalfen auch in Straßenrennen ihr großes Talent bewiesen. Letztes Jahr gewann sie ihren ersten Halbmarathon in Valencia und das mit der drittschnellsten jemals von einer Europäerin gelaufenen Zeit.
"KoKo ist ein Riesentalent,“ sagte Pascal Rolling, Head of Sports Marketing Running bei PUMA. „Sie stellt ihre Schnelligkeit immer wieder aufs Neue unter Beweis. Wir freuen uns sehr, dass sie sich für PUMA als Partner entschieden hat und wir sie auf der Bahn und bei Straßenrennen unterstützen können."
Mit dem Verkaufsstart seiner neuen Performance-Produkte für Läufer*innen, die auf PUMAs NITRO-Technologie basieren, erweiterte das Unternehmen auch sein Team von international erfolgreichen Mittel- und Langstreckenläufer*innen. Darunter sind die Olympiamedaillengewinnerin Molly Seidel, der Olympiasieger und Weltmeister Emmanuel Korir und Jenny Simpson, eine der erfolgreichsten Läuferinnen der US-Geschichte.
Klosterhalfen wird auf der Bahn PUMAs neuen evoSPEED Distance NITRO Elite+ 2 Leichtathletik-Spike tragen. Dieser extrem hochwertige, speziell für Rennen entwickelte Spike hat eine mit NITRO ELITE Schaumstoff hergestellte Mittelsohle, die eine schnell ansprechende Dämpfung bietet und eine Karbonplatte entlang der gesamten Sohle, die für außergewöhnliche Energierückgewinnung sorgt.
Bei Straßenrennen kann Klosterhalfen auf PUMAs neueste Laufschuhtechnologie zurückgreifen, wie den NITRO Elite 2. Dieser besitzt eine PWRPLATE aus Karbonfasern, die Stabilität und einen effizienten Lauf ermöglicht und bietet mit PUMAs NITRO ELITE Schaumstoff hervorragende Dämpfungseigenschaften.
Sports company PUMA has signed Bulgarian singer Dara as a brand ambassador to reach out to young audiences in this important Southeastern European market.
At only 17 years of age, Dara became a household name in her home country when she reached the final of the Bulgarian edition of talent show “X-Factor” in 2015 she was signed by the biggest Bulgarian label – Virginia Records. Since then, she has released a steady stream of hit singles in Bulgaria, including the chart-topping “Thunder”, “K'vo Ne Chu”, “Rodena takava” and “Darbie”.
Her recent song “Mr. Rover” also reached international fame when it was covered by Korean singer KAI.
“PUMA has an amazing product offer from women, which shows confidence and style”, said Dara. “I’m excited to join the many strong women who are already part of the PUMA Family of ambassadors and athletes.”
With a large following on social media, Dara is one of the most popular singers in Bulgaria and has become an important influencer for young generations in her country.
For her first photoshoot with PUMA, Dara wore the company’s iconic T7 track jacket in black and the MAYZE sneaker, one of PUMA’s most popular footwear styles for women.
A focus on local relevance is an important part of PUMA’s corporate strategy and its local ambassadors complement its international line-up. Last year, the company signed pop stars Teodora from Serbia and Eleni from Greece.
Das Sportunternehmen PUMA und die Formel 1 haben vereinbart, dass PUMA der offizielle Ausrüster der Formel 1 wird. Das Unternehmen erwirbt auch die Rechte, um Textilien, Schuhe und Accessoires der Marke F1 herzustellen. PUMA wird die Mitarbeiter*innen der Formel 1 auf der Rennstrecke ausstatten und außergewöhnliche Sportstyle- und Motorsportkollektionen für die verschiedenen Zielgruppen des Sports entwerfen. Der Vertrag beinhaltet auch die exklusiven Rechte, ab 2024 rund um die Rennstrecke F1 Fanwear und Fanwear aller zehn Teams zu verkaufen.
PUMA blickt auf eine lange und erfolgreiche Geschichte im Motorsport zurück. Seit Mitte der 80er Jahre entwickelt das Unternehmen feuerfeste Overalls, Rennschuhe und andere Performance-Rennausrüstung für Formel 1 Fahrer. PUMA entwirft auch Teamwear-, Fanwear- und Lifestyle-Kollektionen für die erfolgreichsten Teams des Sports. Heute ist PUMA der führende Anbieter von Rennbekleidung und Lifestyle-Kollektionen im Motorsport mit Partnern wie Mercedes AMG Petronas F1, Scuderia Ferrari, Alfa Romeo F1 Team Stake, BMW M Motorsport und Porsche Motorsport.
Die Formel 1 hat in den letzten Jahren stark an Popularität gewonnen und jüngere und diversere Fans angesprochen. Die Zahl der weltweiten Zuschauer*innen ist auf 1,5 Milliarden pro Jahr gewachsen. Die Besucher*innen der Rennen erreichten 2022 ebenfalls ein Rekordniveau und der Sport wird auch auf sozialen Medien immer beliebter. Die neue Partnerschaft bietet PUMA die Möglichkeit, seine Dominanz im Sport weiter auszubauen, indem es ein breiteres Publikum und verschiedene Konsument*innen anspricht und sich im Rennsport die Inspiration für neue Kollektionen holt.
„PUMA ist die authentischste und glaubwürdigste Sportmarke im Motorsport und hat die Expertise, um die besten Produkte für die besten Fahrer*innen und Teams der Welt und deren Fans zu entwerfen“, sagte Arne Freundt, CEO von PUMA. „Der Einfluss des Motorsports und besonders der Formel 1 auf Sport- und Streetwear ist in den letzten Jahren stark gewachsen. Unsere neue Partnerschaft mit der Formel 1 gibt uns die Möglichkeit, weiter an diesem Mix aus Sport und Mode zu arbeiten. Wir glauben, dass wir in der großartigen Lage sind, die Kultur des Sports in spannenden Streetwear-Kollektionen einzufangen und unsere Marke bei einem jungen und diversen Publikum zu stärken.“
Stefano Domenicali, Präsident und CEO der Formel 1, sagt: „Die Formel 1 wächst auf der ganzen Welt und wir erreichen neue Fans mit spannenden Kooperationen. Dadurch wird der Sport ein Teil der Mainstream-Kultur, wie wir es bis jetzt noch nicht erlebt haben. PUMA zeichnet sich durch eine reiche Geschichte im Motorsport aus, was das Unternehmen zu einem perfekten Partner für die Formel 1 macht. Für die Fans auf der Straße, den Fahrern im Fahrerlager und allen dazwischen heben wir dabei unsere Sportbekleidung auf ein höheres Niveau.“
PUMAs Tochtergesellschaft stichd, ein Unternehmen, das lizensierte Fanwear aber auch Legwear, Bodywear und Bademode herstellt, wird exklusiv die Fan-Stores an Rennwochenenden betreiben. Diese Stores werden lizensierte Formel 1 Produkte, aber auch Replica-Teamwear, Fanwear und spezielle Kollektionen aller 10 in der Formel 1 vertretenen Teams und der Formel 1 Legenden verkaufen.
„Fanwear an der Rennstrecke zu verkaufen, ist ein spannendes und abwechslungsreiches Projekt, da die Bedingungen bei jedem Rennen anders sind, ob in den Hügeln von Zeltweg und Spa oder im Zentrum von Monaco oder Baku“, sagte Nina Nix, CEO von stichd. „Es ist egal, wo das Rennen stattfindet, stichd wird den Fans eine tolles Einkaufserlebnis bieten, die weit über den Verkauf von Fanwear hinaus geht.“
stichd wird 65 mobile Stores mit einer Verkaufsfläche von mehr als 4.000 m2 bei mehr als 20 Rennen in 19 verschiedenen Ländern aufbauen. Die Stores wurden mit leichten und widerstandsfähigen Materialien entwickelt, um sie effizient von einem Event zum nächsten transportieren zu können.
Die ersten PUMA x Formel 1 Produkte werden ab Februar 2024 in allen PUMA-Stores weltweit und auf PUMA.com erhältlich sein.
The two global icons join forces in an official sponsorship agreement for the upcoming 2023-2024 season.
PUMA, one of the world’s leading sports brands, has announced its official five-year sponsorship with Saudi Arabia’s Al-Hilal FC, one of the world’s most decorated football clubs.
The groundbreaking partnership unites the two global giants as they come together to transform the country’s thriving and passionate football culture with dynamic new initiatives and products.
PUMA will design unique bespoke team wear and training equipment using its signature ULTRAWEAVE technology for both the Al-Hilal men and women’s football teams starting the 2024-2025 season. The partnership marks PUMA’s continued expansion into football, meeting the region’s ever-growing passion for the game with the Arab World’s most celebrated and successful football club.
Commenting on the partnership, The Chairman of the Board of Directors of Al-Hilal Club Mr. Fahad Bin Saad Bin Nafel said: “We’re delighted about this new partnership with PUMA until 2027. The long-term nature of this agreement means both parties are committed to work together with a strong focus on bringing global exposure for the team as well as developing new campaigns and initiatives which place our communities in the spotlight. We are excited to start our journey together with PUMA being the first in the region with our very own bespoke kit designs and we believe that this partnership will set a new benchmark for Saudi football.”
PUMA Middle East GM, Taner Seyis, added: “The partnership we signed with Al-Hilal provides new opportunities with one of the world’s most passionate football fanbases, in a market that is seeing unprecedented growth and dynamism across all industries. We are committed to working together with Al-Hilal, in the Kingdom and globally, to deliver impact both on and off the pitch.”
As part of the partnership, we will see both organizations working together to provide long-term initiatives for Saudi youth, connect with local communities, and create exclusive PUMA product ranges to the delight of fans across the Kingdom and the globe.
Global sports company PUMA has today unveiled their striking new AC Milan Home kit for the 2023/24 season, designed to bring the team, the city, and its passionate community even closer.
Inspired by the city of Milan and the unstoppable spirit of its people, the new AC Milan Home jersey reinvents the traditional Red and Black stripes – a symbol of the Rossoneri brand, which contributed to making the Club iconic with sports fans around the world. The innovative design introduces a repeat tonal graphic that celebrates the vibrant energy of the city, the enduring legacy of the Club, and its central role within an evolving community that’s always looking forward. That’s the Milan way.
The unique new stripes create a repeat ‘M’ visual in the centre of the jersey through the tonal stripes that represent the city of Milan and the progressive nature of the Club. The jersey also features a clean black V-neck collar with black sleeve cuffs and trims and proudly displays ‘AC MILAN’ in bold across the back of the neck.
To accompany the launch of the new Home kit, PUMA and AC Milan unveiled a new video featuring the captain of the men’s team, Davide Calabria, alongside Olivier Giroud, Rafael Leão, Mike Maignan Thiaw, Fikayo Tomori, and Charles De Ketelaere. The video also includes AC Milan women’s team players, Kosovare Asllani and Nesrien Bahlouli. The video highlights the main element of the new jersey design in which the ‘M’ serves as a link between the Club and the city. Iconic elements of the city appear in the video, illuminated by red and black lights to symbolize the passion for AC Milan worldwide.
Casper Stylsvig, Chief Revenue Officer at AC Milan, commented: The Rossoneri jersey has always been the emblem of the DNA of our Club and of our fans. A symbol of passion capable of going beyond the playing field, expressing a sense of belonging and style on the pitch, in the stands, and in the lives of all the fans, transcending into a lifestyle icon. Today, more than ever, with the launch of this new Home kit, we reaffirm our bond with the city of Milan, celebrating its vibrant energy and the attitude of its citizens, who embody the innovative and progressive spirit of this fantastic city.”
"We are incredibly proud of our partnership with AC Milan and the kit for the upcoming season. The design is reflective of PUMA’s mission to forever evolve sportswear, and it embodies AC Milan’s progressive spirit. This jersey is more than a kit; it’s a symbol of unity and forward momentum for the team, the city, and its loyal supporters," said Marco Mueller, PUMA Senior Head of Product Line Management Teamsport Apparel.
The new jersey features cutting-edge technology to provide optimal performance and comfort on the pitch. Engineered with ULTRAWEAVE fabric, the kit boasts a structured, 4-way stretch design that reduces weight and friction, allowing players to move freely and comfortably. The dryCELL technology integrated into the fabric is designed to keep your body free from sweat.
The Replica version is made with 100% recycled polyester and equipped with dryCELL sweat-wicking technology to keep you dry and comfortable throughout the 90 minutes and beyond – no matter the time, pitch or place. Both jerseys are made with 100% recycled materials, excluding the trims and decorations as a step toward a better future.
Celebrate the City of Milan with the 2023/24 AC Milan Home kit available from June 1st at PUMA stores, PUMA .com, the AC Milan store at the AC Milan Stadium, store.acmilan.com and at select retailers worldwide.
AC Milan will debut the new Home kit on June 4th in their Serie A fixture against Hellas Verona FC.
Global sports company PUMA and the Egypt Football Association have announced a long-term extension of their partnership, which was first established in 2019. PUMA will continue as the Principal Partner of the Egypt Football Association, the Global Technical Supplier, and the Official Licensed Partner.
PUMA continues its strong heritage in Africa by extending their partnership with Africa’s most successful Football Association, who have won the Africa Cup of Nations seven times. Under the new terms, PUMA will continue to supply performance apparel that includes bespoke kits for the men’s, women’s, and youth teams, and utilize the style, tradition and culture of Egypt to develop lifestyle heritage products. The new deal will also see PUMA become the Egyptian League’s ball sponsor.
“This is a fantastic next step for our partnership with Egypt, two brands with a focus on diversity, inclusivity, innovation, performance and football culture,” said Paolo La Placa, PUMA Senior Teamhead Sports Marketing. “PUMA has a strong connection to African football and will continue to invest and support football in the continent. We have a fantastic partnership with Egypt with many successful titles and look forward to continuing our great relationship as we work to give the Egyptian fans a shirt to be proud of and celebrate the Egyptian culture through product and innovation.”
“We are happy to announce our new deal with PUMA as our official Technical Sponsor in a very prosperous contract that benefits Egyptian Football,” said Gamal Allam, President of EFA.
“I have been a PUMA athlete for a large part of my career, and I am delighted at the announcement that the partnership will continue. PUMA has been a huge part of African football for many years, and we hope this will continue. We have had many successes with PUMA, and they provide our team with world-class equipment to perform at our best,” said Ahmed Hegazi, Egypt International.
Coming together for the first time this season, PUMA and Paris-based label KOCHÉ are celebrating women at the intersection of fashion and fitness with a collection that offers fresh take on empowered activewear and blurs the lines between performance and lifestyle.
Established by Central Saint Martins graduate Christelle Kocher in 2015, KOCHÉ has quickly become a mainstay in the fashion landscape. The brand is notorious for its unique DNA, based on traditional French know-how and craft, all of it updated through a distinctly modern take on fashion that fosters gender, body shape, social and geographical diversity.
Daring and versatile, the collection’s design is inspired by timeless staples of feminine fashion, rendered exceptionally comfortable, lightweight and movement-friendly. Spanning 15 different styles, it focuses on body-shaping silhouettes made in recycled performance fabrics including polyester and polyamide, as well as organic cotton. A neo-futuristic palette combines sophisticated shades of black, burgundy, royal blue and cream with colour-shifting reflective treatments.
“With the PUMA family, we designed these clothes both to help improve performance in exercise and to use as elevated basics mixed with ready-to-wear pieces”, says Christelle Kocher. “Ultimately, though, the collection’s goal is to support women in reclaiming their rightful place in the sports space, and to help motivate them stay active at a time when women are standing out as the movers and shakers in the active industries worldwide.”
The PUMA x KOCHÉ collection will be available in January 2023 at PUMA.com, KOCHE.com, PUMA stores and selected retailers worldwide.
When it comes to football and speed, more is more, and too much is just right. Channel your inner speedster with the help of the ultra-lightweight ULTRAWEAVE upper, PWRPRINT support, and running spike inspired SPEEDPLATE. It’s official: ULTRA is Too Fast for Them.
The next generation ULTRA Supercharge edition turns seconds into records by fusing the ultra-lightweight woven upper with a redesigned soleplate tooling for an explosive turn of speed.
Global sports company PUMA, in partnership with Warner Bros. Discovery Global Consumer Products, is continuing the adventures with a second installment of LaMelo Ball’s collaboration with beloved Adult Swim show, Rick and Morty.
Inspired by the dynamic duo’s interdimensional escapades, the MB.02 Rick and Morty features neon hues and mismatched right and left foot colorways.
Animate your game, on Earth or in an alternate dimension in the new MB.02 Rick and Morty. The limited collection will be available globally on February 17 on PUMA.com, the PUMA mobile app, at the PUMA NYC flagship store and online and in-store at Foot Locker.
PUMA and Rhuigi introduce part two of their capsule collection that celebrates American classics.
The coast-to-coast collaboration links Rhuigi’s home of Los Angeles with the cultural melting pot of New York City. The diversity and cultural richness of NYC’s five boroughs serve as the inspiration for the capsule, and also the setting for this latest editorial.
Rhuigi Villaseñor is the founder of clothing label RHUDE, a brand that melds American iconography with nostalgic cultural references, culminating in a unique commentary on the city of Los Angeles. Villaseñor has made a name for his reinterpreted classics that draw from Americana, music, and street style.
The latest PUMA x Rhuigi capsule will be available starting February 18, 2023 from PUMA.com, PUMA stores, and selected accounts worldwide.
Global sports company, PUMA, has unveiled the FOREVER.CLASSIC. campaign featuring Angus Cloud, Caleb McLaughlin, Iris Apatow, and Zaya Wade.
The FOREVER. CLASSIC. campaign celebrates and unites PUMA’s most iconic and legendary products including the PUMA Suede, Clyde, Cali, Mayze and more.
The FOREVER. CLASSIC. platform brings together those who are pushing culture forward by engaging creatives from different walks of life - from actors to content creators, to athletes and musicians, to tell their stories of how they found “their way.” The debut campaign shot by Kendall Bessent, Atlanta-born photographer and 2022 Forbes 30 under 30 Art & Style select, brings PUMA’s iconic classics to the next generation.
“To be a part of the FOREVER. CLASSIC. campaign highlighting PUMA’s most iconic and legendary products is surreal, you feel me? It’s so dope to be part of this next generation honoring the classics I remember from when I was growing up in Oakland.” - Angus Cloud
“The PUMA FOREVER. CLASSIC. campaign celebrates creatives pushing fashion and culture forward, which is why I’m grateful to be a part of such an inspiring group of people.” - Caleb McLaughlin
“PUMA is an iconic brand with 75 years of impactful moments and relationships in fashion, sports, and music history. To be a part of a campaign highlighting the next generation of history makers is inspiring and so special to me.”- Iris Apatow
“I love PUMA’s celebration of brave, confident, and determined individuals. Together we all strive to be better versions of ourselves and this campaign is the perfect meeting of classic and individual style.” - Zaya Wade
PUMA has 75 years of rich heritage, legacy, and authenticity, and the FOREVER. CLASSIC campaign embodies the products and stories that have paved that – the PUMA classics. PUMA’s classics have always been at the forefront of culture – iconic products like the PUMA Suede to the T-7 tracksuit have been worn by icons of every generation and have stayed classic as ever.
PUMA’s FOREVER. CLASSIC. products are designed to be timeless, and they’re ready to become the icons of tomorrow.
