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.

At only 26 years old, “KoKo”, as she is known in the track and field community, can already look back on an impressive career. She is the reigning European Champion in the 5,000 meters and has medaled at the World Championships and the European Indoor Championships. She has set several German records ranging from 1,500 meters to 10,000 meters.

Apart from her success on the track, Klosterhalfen has also shown that she can be a serious contender in road races. She won her debut half-marathon race in Valencia last year, setting the third-fastest time ever run by a European woman.

“KoKo is an incredible talent who has proven her speed time and time again,” said Pascal Rolling, Head of Sports Marketing Running. “We are very excited that she has chosen PUMA to partner with, both on the track and on the road.”

Following the introduction of a new line of running products that uses PUMA’s NITRO technology, the company built a strong team of middle and long-distance runners, including Olympic medalist Molly Seidel, World and Olympic Champion Emmanuel Korir and Jenny Simpson, one of the most successful runners in US-history.

On the track, Klosterhalfen will compete in PUMA’s new evoSPEED Distance NITRO Elite+ 2 spike, an ultra premium race day shoe which incorporates PUMA’s latest NITRO ELITE midsole for responsive cushioning and a full-length internal carbon plate for exceptional energy return.

For road races, she can choose from PUMA’s latest road running shoes such as the Deviate NITRO Elite 2, which is made with a carbon fiber PWRPLATE that ensures stability and maximum running efficiency combined with the supreme cushioning of PUMA’s NITRO ELITE foam.

The collection showcases an exclusively designed hoodie, tracksuit pants, and t-shirts. Standout pieces of the collection are the outerwear and t-shirts; including an exclusively designed Mercedes-AMG Petronas F1 Team jacket; available in two striking colorways, as well as a choice of comfortable and stylish knitted crew neck sweaters. These pieces feature bespoke elements of the Team’s current Mercedes-AMG Petronas F1 W14 E Performance - as raced in the 2023 season by Lewis Hamilton and George Russell. Such elements include drawings of the "Halo" - the safety infrastructure that protects the driver while racing.

Get your X-POWER: PUMA x Mercedes-AMG Petronas F1 Team collection now in select PUMA stores, authorized retailers, and online at www.puma.com.

“Noah are true masters of the craft when it comes to reinterpreting classics. Working with the team to reimagine pieces from PUMA’s sporting archive has been a rare opportunity to create something fresh, a real creative synergy between the two brands – the same can be said for the campaign”, said Alexandra Weiland, Senior Head of Marketing, PUMA Sportstyle.

Directed by Brian Billow and photographed by Francesco Nazardo, the playful and irreverent visualsfollow a would-be streaker who finds himself clothed in front of a nude audience, as he interrupts a crucial moment in the comeback of a tennis superstar, causing a full-on tennis tantrum.

“We would like people to smile and remember that clothing and footwear choices should be fun”, said Noah co-founder, Brendon Babenzien.

Elevating style to an art form, PUMA x Noah season one collection is available starting July 1, 2023, from noahny.com, and selected retailers.

To commemorate the launch of the collaboration, Noah will host a special event at the brand’s SoHo flagship. Visitors will have the opportunity to face off against professional ping pong player Wally Green, who will be playing with the PUMA x Noah Star sneaker as his paddle, for a chance to win a limited edition, friends-and-family pair of the PUMA x Noah Star. The PUMA x Noah “Beat the Star” in-store event takes place on June 29, 2023, at 195 Mulberry St, New York.

‘PUMA x Noah: Winning Streak’ campaign video: https://vimeo.com/834739749

Notes to Editors

In March 2023, PUMA and Noah quietly released three made-in-Japan PUMA Clydes, crafted in partnership with a Japanese tannery renowned for its expertise in suede leather. Building on that first release, PUMA and Noah also gifted friends and family with a limited run of 200 PUMA Star pairs in the special green and white colourway, marking the first time that the archival style has been brought back as a retro release.

Worn by Winnie Harlow, the PUMA Cali Court is set to arrive in two complementary colorways, featuring green or gold detailing.

The PUMA Cali Court is available starting June 15, 2023 from PUMA.com, PUMA flagship stores, and selected retailers. 

This first footwear release within Black Station 2 will be the Fast-RB. With unique configuration of PUMA’s pinnacle running technologies, Fast-RB features four optimally placed NITRO pods and three PWRPLATES, delivering a unique bouncy running sensation unlike anything else on the market. Other notable Fast-RB features include:

• INITRO – An innovative Nitrogen-infused foam technology offering superior responsiveness in an extremely lightweight package

• PWRPLATE – Engineered to stabilize NITRO midsoles while maximizing energy transfer for powerful propulsion. 

Throughout Black Station 2, PUMA Pass NFT holders – previously called Nitro Collection – will have the option to purchase a Materializer NFT (“to-be-produced" physical) and/or Digital Collectible NFT. A maximum of 4,000 of each NFT will be available to purchase throughout the week.

As part of its 75th anniversary celebration, PUMA is highlighting its growing web3 footprint to be an always on retail shopping experience. This growing metaverse-based platform will continue to complement the company’s global ecommerce and brick and mortar shopping formats. As another means of onboarding general sneaker enthusiasts to PUMA’s web3 spaces, PUMA is opening purchase options in Black Station 2 to include usage of a credit card in addition to the current cryptocurrency payment capabilities.

MoonPay provided the Web3 infrastructure to enable the project, leveraging multiple MoonPay products including HyperMint to power the NFT smart contract & minting and NFT Checkout to facilitate NFT purchases in USD.

“We’re thrilled to invite our community into these new worlds that provide an unparalleled shopping experience,” said Ivan Dashkov, Head of Web3 at PUMA. “PUMA aims to meet our community where it shops while also exploring new and exciting opportunities within cryptocurrency and the metaverse.”

Since Black Station’s launch in 2022, PUMA has since expanded its NFT offerings and portfolio, including the recent launch of its Super PUMA PFP NFT in early 2023. Ahead of the launch of Black Station 2, PUMA updated its Nitro Collection NFT to PUMA Pass. Holders of the PUMA Pass will get first access to new, high-end PUMA products.

Users can explore Black Station 2 by visiting blackstation.PUMA.com and purchase one of PUMA’s limited-edition NFTs. The PUMA Pass can be purchased on the secondary market on OpenSea.io.

This installment of the PUMA x KOCHÉ campaign relies on the aesthetic power of colors, tones, and textures to communicate its message, emphasizing a direct connection with nature.

The second PUMA x KOCHÉ collection will be available as of June 10, 2023 at PUMA.com, KOCHE.com, PUMA stores and selected retailers worldwide.

Notes to editors

The Paris-based KOCHÉ, founded by Christelle Kocher, has become a mainstay in the fashion world, known for a commitment to craftsmanship and a unique take on contemporary couture. Behind the designs, KOCHÉ stands for empowerment, diversity, and inclusivity.

The overdyeing envelops the shoe, from the laces to the sole, giving the collaboration a DIY feel. This new take on the Velophasis also features a translucent cage tinted in purple, which is stamped with the PLEASURES logo in black.

“This is the start of a beautiful relationship. PUMA has such cool history, we can't wait to bring the PLEASURES aesthetic into a new world,” said Alex James, Co-Founder and Director of PLEASURES.

The PUMA x PLEASURES Overdyed Velophasis is available starting June 24, 2023, from PUMA.com, PLEASURES.com, PUMA flagship stores, and selected retailers. Some days earlier, on June 21st , a pre-sale of the sneakers will happen at the PLEASURES showroom during Paris Fashion Week, more information to be confirmed in the upcoming days via @pumasportstyle and @pleasures.

This is just the beginning for PUMA x PLEASURES, more to come in 2023.

To further its commitment to advocacy and education, PUMA has partnered with The Trevor Project, the leading suicide prevention organization for LGBTQ young people. Together, we have created the #REFORMTheLockerRoom curriculum, a free online training course which aims to promote inclusivity and educate coaches, athletic directors and other youth-facing sports leaders about the importance of respecting and celebrating diversity.

Recognizing the importance of creating a safe and inclusive environment, for the fourth time PUMA joins forces with the support association Christopher Street Day (CSD) Nürnberg e.V. Through this collaboration, PUMA aims to amplify the voices and rights of the queer community. The partnership signifies PUMA's commitment to promoting diversity and equality.

With its REFORM platform, PRIDE collection, and local partnerships with The Trevor Project and CSD Nürnberg e.V., PUMA is supporting in creating a more inclusive and accepting world for all.

PUMA’s 2023 Pride collection is currently available at PUMA flagship stores, PUMA.com, and selected retailers. The #REFORMTheLockerRoom curriculum launches on May 30th. For further information please follow the link: https://reformthelockerroom.thetrevorproject.org. 

Notes to Editors

The original PUMA Slipstream was a high-top basketball shoe born in 1987 as a successor to the SKY LX. Presented as a performance model that was “engineered for the serious player,” the Slipstream was a pioneer for its innovative material makeups, which featured embellishments like faux snakeskin, leather, and faux fur.

A retro program in 2002 reintroduced Slipstream models like the Slipstream Snake and Slipstream Beast into the Japanese market, to appease an appetite for eye-catching designs that were popular at the time. Subsequently, the Slipstream was created in special made-in-Japan versions and other collectible editions. In 2022, PUMA brought back to Slipstream to celebrate the silhouette’s 35th anniversary.

A story that has played out in the stadiums, schoolyards, and street courts of the five boroughs, the PUMA x Rhuigi collaboration designed by West Coast-based designer Rhuigi Villaseñor derives its creative inspiration from the cultural hub of New York City, while reinterpreting the style codes of Americana.

The latest collection features a curated assortment of footwear and apparel, all inspired by classic court aesthetics. PUMA’s Clyde Mid is dressed in a classic color scheme, with authentic worn-in detailing like the shoe’s pre-yellowed sole to capture the essence of hoop nostalgia. The accompanying apparel includes a Graphic Tee, Basketball Shorts, and an Oversized Tote. Exclusive “New York Worldwide” graphics acknowledge the city's impact on global music, style, and culture, reminding us that New York is truly a state of mind.

The campaign is led by none other than NBA star RJ Barrett and of course the namesake of the PUMA Clyde, New York City icon Walt "Clyde" Frazier.

The latest PUMA x Rhuigi collection is available starting May 27, 2023 from PUMA flagship stores, PUMA.com, and PUMA stockists.