Herzogenaurach, Germany, August 3, 2022
SIX-TIME OLYMPIC MEDALLIST ANDRE DE GRASSE TALKS “ONLY SEE GREAT”

Having just won gold in the men’s 4x100 relay at the World Athletics Championship in Eugene, De Grasse speaks about his motivation to keep performing at the highest level in a video interview with sports company PUMA.

With the ‘Only See Great’ campaign, PUMA explores the career path of its brand ambassadors, as they talk about their own paths to greatness, listening to their hearts, and finding a vision that no one else can see.

In the interview, Andre talks about his extraordinary performances, his very first successes and how he prepared for the moments leading up to it.

Every year is a learning curve, a learning step. And I feel like I want to just keep climbing the ladder, I told myself going into the Olympics that I wanted to win three gold medals. I came up a little bit short”, De Grasse laughs. “I got one. And now it’s like, okay, now I need to focus on what are the things that I can do to continue to get better.”

Andre’s biggest drive is to be the best version of himself and to continue to carry on his legacy of being one of the best track and field athletes in the world.

First a hamstring injury stopped De Grasse, then COVID. How did he manage to stay motivated? “I think I get a lot of support from my family, my friends, they continue to push me every single day to be the best athlete of myself. Obviously, I have self-motivation as well that I want to be the best”, Andre says. “And that’s what keeps me, keeps me up at night, keeps me motivated and keeps me ready to take on the day.”

The idea for PUMA’s “Only See Great” campaign was inspired by cultural icon, entrepreneur and philanthropist Shawn “JAY-Z” Carter who first said: “I only see great. I don’t see good. I don’t see compromise. We should always strive to make something great, something that will last."

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Herzogenaurach, Germany, July 28, 2022
NOT EVEN YOU KNEW YOU WERE THIS FAST. PUMA LAUNCHES THE ALL-NEW ULTRA ULTIMATE

Sports company PUMA has today revealed the all-new next generation ULTRA ULTIMATE. Speed is in PUMA’s DNA, and with the latest update to the super-light ULTRA, PUMA are pushing the limits of speed even further by applying their exclusive ULTRAWEAVE technology to football boots for the first time ever.

The next generation ULTRA turns seconds into records by fusing the new ultra-lightweight woven upper with a redesigned soleplate tooling for an explosive turn of speed. The gravity defying ULTRAWEAVE technology is PUMA’s lightest and most durable material and has been reinforced with the all-new PWRPRINT technology to provide ultimate stability and support, keeping your foot locked in for explosive straight-line speed.

The ULTRA has been designed to be ‘Too Fast for Them’, engineered to change the game with explosive speed giving you the edge that can be the difference between winning or losing. First or last. To be worn by some of the world’s most dynamic players, including Kingsley Coman, Christian Pulisic, Antoine Griezmann and Nikita Parris. The ULTRA ULTIMATE has been crafted to deliver the game’s fastest football boot.

“We are excited to unveil the newest iteration of the ULTRA, featuring ULTRAWEAVE and PWRPRINT technologies to push the limits of speed,” said Peter Stappen, PUMA Lead Product Line Manager Teamsport Footwear. “The new upper is made of PUMA’s lightest ever performance material and features at least 20% recycled content as we continue to strive for a more sustainable future with our football boots. Every aspect of the new ULTRA screams fast and for the first time on the ULTRA we have added the iconic Formstrip, but with a modern interpretation that honors our speed history.”

Following years of testing, PUMA’s special ULTRAWEAVE brand technology has been optimized and integrated into football boots for the first time. The material has also been enhanced with a TPU skin to provide incredible durability at minimum weight. The technology has already been utilized in PUMA’s apparel range and is the next step in the evolution of speed at PUMA.

Another first is the 5-D PWRPRINT technology, placed in key strategic areas of the boot. The cross-divisional innovation provides micro-level reinforcement for optimal lockdown and support, whilst maintaining all the boots lightweight properties. The ULTRA also features an all-new soleplate constructed from a dual-density SPEEDPLATE outsole for next-level traction. The result is a more explosive plate and a more reactive toe box that provides added propulsion and energy transfer when going from 0 to fast.

PUMA also continues to offer both Unisex and Women’s fits to provide the perfect fit for all types of foot shapes. The ULTRA ULTIMATE Women’s fit features all the same technology as the Unisex fit, but with optimized measurements such as volume and instep height all engineered for the female foot.

Be Too Fast for Them with the all-new ULTRA ULTIMATE Fastest edition in Unisex and Women’s specific fits available from July 28th at PUMA.com, PUMA stores and at leading football retailers worldwide.

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herzogenaurach, germany, july 19, 2022
PUMA AND MANCHESTER CITY CELEBRATE AN ICONIC ERA WITH THE NEW 2022/23 AWAY KIT

To mark the launch and to celebrate the anniversary of the first moon landing, members of the Manchester City squad visited the NASA Space Center in Houston ahead of the club’s fixture against Club America.

Global sports company PUMA has today launched the 2022/23 Manchester City Away kit. The new jersey has been designed in tribute to a classic City style worn during one of their most successful eras and celebrates the Club’s heritage of playing fearless football.

Past and present, when City take to the road they put on a show, turning heads with exciting, technical football. For the new season’s Away kit PUMA has reinvented a classic made famous by the Manchester City class of 1969.

Conceived by the legendary Malcolm Allison, the kit featured red and black vertical stripes that proved triumphant at the 1969 FA Cup Final, and the 1970 League Cup and European Cup Winner’ Cup Final, earning their place among the fans all-time favorites. Manchester City will debut the new Away kit on July 20th during their pre-season tour match against Club America. To mark the launch and to celebrate the anniversary of the first moon landing on July 20th, 1969, members of the Manchester City squad visited the NASA Space Center in Houston ahead of the club’s fixture. The date also coincides with Manchester City’s first red and black Away kit launch launched in 1969.

“Manchester City are one of the most exciting teams in the world, they always put on a show. For the Away jersey we wanted to bring back a popular design synonymous with some of the most successful City teams of the past, and infuse it with new energy,” said Marco Mueller, PUMA Senior Head of Product Line Management Teamsport Apparel. “For the first time ever, we have placed the stripes at an angle, to pay tribute to the three rivers on the Club’s crest to create a bold and striking design. To celebrate the greatest show on the road we decided to launch the kit in Houston during the Club’s pre-season tour, with the fixture coinciding with the anniversary of the first moon landing and the Club’s first red and black Away kit.”

 

“It’s fantastic that the Club and PUMA have been able to work together to reinvent a classic and iconic shirt design from an important era of the Club’s history. I hope it brings a sense of nostalgia and pride to our fans around the world, in the same way it has for me,” said Club Ambassador Mike Summerbee. “I’ll be looking forward to seeing the shirt in action during our pre-season fixture against Club America and hope our fans in the US and those watching around the world are too.”

The new jersey arrives in two iterations. The Authentic jersey features ULTRAWEAVE performance fabric and dryCELL sweat-wicking technology, making the jersey the lightest and most comfortable PUMA has ever made. 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 iconic Manchester City moments with the 2022/23 Manchester City Away kit available from July 19th at PUMA stores, PUMA .com, the City store at the Etihad Stadium Store, mancity.com/shop and at select retailers worldwide.

 

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Eugene, USA, July 13, 2022
PUMA takes its “Forever Faster” spirit to the World Athletics Championships with strong athletes and products

Sports company PUMA will outfit 12 federations and several medal contenders at the World Athletics Championships in Eugene, Oregon, USA, and provide them with its latest Nitro technology, so they can perform at their best.

Ever since its foundation in 1948, it has been the company’s philosophy to provide the fastest athletes with the fastest products, an attitude summarized in the brand’s motto “Forever Faster.”

In Eugene, individual PUMA athletes, performing in PUMA’s footwear technology, include 400m hurdles world-record holder Karsten Warholm, pole vault world-record holder Armand "Mondo" Duplantis, triple Olympic medalist Andre De Grasse, Ukrainian indoor high-jump world champion Yaroslava Mahuchikh, triple jumpers Patricia Marmona and Will Claye and many more.

The athletics federations of Australia, the Bahamas, Barbados, Brazil, the British Virgin Islands, Cuba, Jamaica, Norway, Portugal, South Africa, Switzerland and Trinidad and Tobago will all perform in PUMA apparel.

“Track and field is sports and athleticism in its purest form and embedded in the very core of PUMA,” said PUMA CEO Bjørn Gulden. “We are proud that many world records were set in our shoes and we are looking to our athletes writing the next chapter in sports history in Eugene.”

Current world records in PUMA shoes are triple jump (Jonathan Edwards, 1995), 1,000m (Noah Ngeny, 1999), 3,000m Steeplechase (Saif Saaeed Shaheen, 2004), 100m and 200m (Usain Bolt, 2009), 400m hurdles (Karsten Warholm, 2021), and pole vault (Mondo Duplantis, 2022).

PUMA heads to Eugene with improved versions of its successful evoSPEED NITRO spikes, making them even lighter and more competitive. For Norwegian hurdler and world-record holder Karsten Warholm, PUMA created the ultimate hurdles shoe, the evoSPEED Naio NITRO.

There are also improved versions of the gold-medal-winning PUMA evoSPEED Nitro Elite and several new products for long-distance runners. The evoSPEED Distance Nitro Elite+ 2 spike uses PUMA’s proprietary NITRO foam and a PWRPLATE for exceptional energy return and is aimed at events ranging from 800m to 10,000m.

PUMA’s road racing athletes can choose from the DEVIATE NITRO ELITE 2, which is even lighter than its predecessors and also features a new last, or the futuristic and aggressively designed FAST-R NITRO Elite, which uses NITRO Elite technology and a PWRPLATE to support an efficient run.

PUMA x World Athletics Championship
Herzogenaurach, Germany, July 12, 2022
PUMA celebrates Oracle Red Bull Racing´s F1 success with the Victory Dance collection
Global sports company PUMA together with Oracle Red Bull Racing is excited to announce the launch of an eye-catching Autumn Winter 2022 collection titled “The Victory Dance”.

Designed to celebrate Oracle Red Bull Racing’s performances in the FIA Formula One World Championship; which include four F1 constructor’s world titles, five F1 world driver titles, 218 podium places, and 82 wins to date; the new collection also fuses the high-speed world of Formula with leading PUMA streetwear style.

Inspiration for the collection comes from Oracle Red Bull Racing’s instantly recognizable team colors, along with the iconic 14.6 meter tall, and 1300 ton “Bullen aus Stahl” (meaning ‘Steel Bull’) which overlooks the infield section of the Red Bull Ring in the picturesque perfect surroundings of Spielberg, Styria in southeast Austria.

Not only that, the “Victory Dance” collection refreshes its association with Oracle Red Bull Racing’s annual team wear collection, but with an added seasonal twist paired with retro graphic elements. Raglan sleeved shirts, t-shirts, and hoodies feature vibrant streetwear evolutions of the Oracle Red Bull Racing team colors and Red Bull’s famous Bull logo.

Show your support for PUMA and Oracle Red Bull Racing on the street and the circuit by discovering the collection in selected PUMA stores and online at puma.com.

Herzogenaurach, Germany, July 11, 2022
PUMA AND DUA LIPA’S UNISEX FLUTUR DROP 2 COLLECTION IS AN ODE TO OLD-SCHOOL RAVE

PUMA and global pop superstar Dua Lipa present the second installation of their ongoing Flutur collaboration.

Flutur’s unabashed aesthetic invites bright colors and form-fitting looks, inspired by old-school rave culture. The collection is filled with vivid shades, holographic details, and retro silhouettes. Active influences are mixed throughout as well, shown through striped jerseys, throwback sportswear silhouettes, and tracksuit-inspired cuts. Hues of pink, purple, and orange define the collection’s color palette, which includes apparel, footwear, and accessories, while Dua Lipa herself introduces a new pink hairstyle to match the color scheme of the collection.

At the front and center of the collection, Dua Lipa’s butterfly lettermark is inspired by vintage rave flyers and represents transition and new beginnings, a theme that became central to the London-born musician’s life as she went through a creative metamorphosis of her own. Dua Lipa’s butterfly graphic shares placement with PUMA’s fast cat insignia in much of the collection.

“The butterfly represents transition, metamorphosis, and new beginnings. I felt like in the beginning, when I first started working on drop one, the butterfly already had a lot of meaning for me. Now, going into the second drop, that meaning has just solidified itself and become even more important in my life. It feels like everything progressed and manifested itself in that way.” - Dua Lipa

Flutur Drop2 spans over 30 items, with highlights including the flared T7 tracksuit, and the unique CELL Dome King, created exclusively by Lipa. The unisex collection is also offered up in a range of inclusive sizing. A series of bright tracksuits were conceived based on Lipa’s vision of a nostalgic, rave-ready tracksuit that is both comfortable and wearable. The full footwear offerings include models like the CELL Dome King, and three variations on the Mayze silhouette including the Mayze, Mayze Boot, and Mayze Metallic. Dua Lipa worked closely alongside longtime PUMA collaborator, designer, and songwriter Billy Walsh, who helped to fully realize the collection.

Photographed by Jordan Hemingway and choreographed by John Byrne, the campaign features the dance crew from Dua Lipa’s ‘Future Nostalgia’ tour, Samantha Grover (She/Her), Didde-Mie From (She/Her), Jason Nguyen (They/Them), Zaccary Mile (He/Him), Fatou Bah (She/Her), Robyn Laud (She/Her), Sharon Mangoendinomo (She/Her), Demi Mensah (She/Her), Kane Horn (He/Him), Lamaar Manning (He/Him), and Shawarah Battles (She/Her).

PUMA x Dua Lipa Flutur Drop 2 collection will be available globally starting July 14th, 2022 from PUMA.com and select retailers.

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Somerville, Mass. July 8, 2022
PUMA HOOPS AND BREANNA STEWART UNVEIL THE STEWIE 1
Today, Global sports company PUMA along with WNBA MVP and champion and Olympic gold medalist Breanna “Stewie” Stewart announced the upcoming Stewie 1, the first new women’s signature basketball sneaker in over a decade.

The Stewie 1 embodies Breanna’s fierce-yet-humble nature with its Quiet Fire colorway—a striking combination of neon yellow and contrasting black. The aggressive flame molding morphs into the calming ripples of water in the midsole showcasing the duality of Stewie’s game and personality, while a North Star-inspired upper captures the Forward’s brilliant talent and is a nod to her high school team.

 

Stewie’s signature sneaker is the latest in PUMA’s commitment to growing equality for women athletes. The brand officially launched a Women’s Hoops category in 2021 with iconic Creative Director June Ambrose and they’re continuing their progress through the division. In launching the Stewie 1, Breanna is taking the next step in inspiring a generation of young athletes to believe that a signature shoe is a possibility, no matter who you are or where you are from.

 

"Working with PUMA to craft the first women’s signature basketball sneaker in the last 12 years was an honor,” said Breanna Stewart. “I hope that this is the first in a legacy of signature sneakers to come for women athletes across all sports and serves as inspiration for all young people that this, along with any achievement, is possible.

The Stewie 1 provides multi-zoned monomesh layers for targeted support, breathability and comfort along with NITRO Foam technology for superior responsiveness and cushioning while remaining lightweight, and a Molded Heel Counter for additional stability and lockdown marked with scars to represent Stewie’s two Achilles surgeries.

Throughout her career, Breanna has always been a champion for athletes both on and off the court,” said Adam Petrick Chief Brand Officer at PUMA. “A signature sneaker was long overdue, and our team at PUMA has been proud to work with her to see this come to life. Just as importantly, we are excited to see athletes of all ages, backgrounds and genders wearing The Stewie 1 as a reminder that equal representation and access is a must in sports.

An apparel pack consisting of nine items will also launch in tandem with the Stewie 1, inclusive of the Stewie Packable Jacket, Stewie Packable Snap Pant, Stewie Sports Bra, Stewie Shorts, Stewie Crewneck, Stewie Legging, Stewie Graphic Tee, AOP Graphic Tee, and Stewie Jersey. Stewie’s first product collaboration with PUMA – an apparel capsule titled Overdue – was unveiled in October 2021 as a teaser for what’s to come. The performance packed kick is unmatched on all fronts. Retailing for $35-$140, the Stewie 1 and accompanying apparel will be available this fall in North America on PUMA.com, at the PUMA NYC Flagship store and select retailers.

The PUMA Hoops roster includes WNBA athletes Skylar Diggins-Smith, Jackie Young, Katie Lou Samuelson and NaLyssa Smith.

 

Herzogenaurach, Germany, July 4, 2022
PUMA AND AC MILAN LAUNCH NEW 2022/23 HOME KIT INSPIRED BY MILANESE HERITAGE, UTILIZING LOCAL MILAN TALENT TO BRING TO LIFE ‘THAT MILAN TOUCH’ CAMPAIGN

Global sports company PUMA and Serie A Champions AC Milan have today launched the 2022/23 Home kit, inspired by Milanese heritage, new generations of Rossoneri and ‘That Milan Touch’.

There is nothing instant about this classic. Founded in 1899, AC Milan have been pushing the game forward ever since. Blazing trails and pushing for something greater. In 2022/23 PUMA has set out to introduce these values to the new generation of Rossoneri by letting the stripes do the talking. The result is a Home jersey that is forward-looking and everlasting – just like the Club it represents.

The black base frames the iconic black and red stripes into a progressive take on the AC Milan identity. The jersey features the Italian Tricolore on the sleeve cuffs and the Milan coat of arms on the upper back.

The new jersey connects the many generations of Rossoneri through their common love for the team because the jersey represents something more. A jersey that captures the style and beauty of what makes Milan special. From storied heritage to new innovations, the Club is footballing royalty. Milan is an attitude that says this City is different, it’s that Milan touch.

“The new AC Milan Home jersey is a combination of fashion, design, street culture and heritage. The jersey pays tribute to what makes Milan unique,” said Marco Mueller, PUMA Senior Head of Product Line Management Teamsport Apparel. “To bring this jersey to life we wanted to create a campaign rooted in Milan culture. We have worked exclusively with Milanese artists, talent, and creatives all who support the club and understand what makes this club special to represent ‘That Milan Touch’.”

“We are delighted to launch our new Home kit for the 2022/23 season today,” said Casper Stylsvig, AC Milan’s Chief Revenue Officer. “The jersey will proudly display the tricolore symbol from the extraordinary victory of the Club’s 19th Scudetto title. This kit represents the heritage and the future of our Club, that is inextricably and deeply connected to the city of Milan, and its innovative vision both on and off the pitch.”

The new jersey arrives in two iterations. The authentic jersey features ULTRAWEAVE performance fabric and dryCELL sweat-wicking technology, making the jersey the lightest and most comfortable PUMA has ever made. The Replica version is made with 100% recycled polyester with dryCELL sweat-wicking technology to keep you dry and comfortable throughout the 90 minutes and beyond – no matter the time, pitch or place.

Celebrate generations of Milanese heritage with the 2022/23 AC Milan Home kit available from July 4th at PUMA stores, PUMA.com, the AC Milan store at the AC Milan Stadium, acmilan.com/shop and at select retailers worldwide.

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Herzogenaurach, Germany, July 1, 2022
TAKE POLE POSITION WITH THE MERCEDES AMG PETRONAS FORMULA ONE ULTRA 1.4 FOOTBALL BOOT
One of the fastest car brands ever meets the fastest football boot. Introducing the limited-edition Mercedes-AMG Petronas F1 ULTRA 1.4 football boot in the classic Diamond Silver and Spectra Green team colorway. The super-fast new boot comes in only 1000 pairs and is inspired by the iconic team that won eight Formula One Constructors titles and nine Drivers’ titles.

Speed is in PUMA’s DNA. It can be the difference between winning or losing, first or second. In a crossover of speed, PUMA pays tribute to its heritage in football and motorsport by engineering an ultra-light, ultra-fast football boot so you can play Faster Football.

The MAPF1 ULTRA 1.4 is designed for ultimate lightweight speed, so you can See Them Later. The upper is made with ultra-lightweight MATRYXEVO technology that combines technical Carbon yarns and transparent Mono yarns to create a devastating high-tech performance material whilst minimalizing weight so you can be at your fastest from the first step. The upper is connected to an internal SPEEDCAGE that provides lightweight support and keeps your foot locked in as you explode away from your opponent.

The ULTRA features a unique PEBA SpeedUnit outsole for maximum take-off speed, traction and responsiveness at high velocity giving you the perfect platform to produce faster movements all over the pitch. Infused with PUMA running spike DNA the ULTRA is deadlier than ever.

Lights out and away you go with the MAPF1 ULTRA 1.4 football boots available from July 1st at PUMA.com and select retailers worldwide.

Herzogenaurach, Germany, July 1, 2022
PUMA’S ICONIC T7 TRACKSUIT IS BORN AGAIN AS A FULL COLLECTION FOR 2022
Perhaps the most iconic article in PUMA’s archive, the T7 serves as the inspirational spark for a new collection that sees the tracksuit transformed with new cuts, materials, and energy.

Rudolf Dassler first conceived the PUMA Trainingsanzüge (tracksuit) in 1967. The iconic PUMA Fromstrip was integrated into the tracksuit via a single band running down the arm and leg. The first team PUMA equipped with their new tracksuits was the German football club Borussia Mönchengladbach. Because of its comfort and styling, the T7 later was adopted into the world of hip-hop and b-boying. Since then, the T7 has gone on to shape culture and sports, as an item of apparel that is utterly synonymous with PUMA.

The first installation in the collection introduces a dressy interpretation of the T7, arriving in the form of a matching set that includes the T7 Blazer and T7 High-Waist Shorts, alongside the matching Oversized Tote.

Landing in October, two more matching sets - one patterned and one monotone - continue the evolution of the T7 tracksuit. The October drop concludes with a pleather tracksuit, including an Oversized Bomber, Pants, and a Multi Pouch.

About the T7 Campaign PUMA shares an evening with Lauren London, who styles the T7 collection in her own unique way during an evening on the town in Los Angeles.

“The T7 is an essential part of my wardrobe because it's fresh, it’s easy, it’s comfortable, and it’s fly. When I think of a PUMA tracksuit, all I have in my mind is the T7. -- Lauren London

PUMA’s 2022 T7 collection is available starting July 1st, 2022, from PUMA.com and select retailers.

HERZOGENAURAUCH, GERMANY, JUNE 28, 2022
PUMA RETURNS TO NEW YORK FASHION WEEK WITH THE ‘FUTROGRADE’ SHOW
PUMA will present a game-changing brand experience with FUTROGRADE on September 13th at 9PM EST, an immersive runway show timed to New York Fashion Week. This enhanced event exists across several realms: looking back at the brand’s heritage, looking ahead to the future; fusing physical and digital; and highlighting the PUMA family through collaborations and special appearances.

Within a vast downtown space transformed by light, music and dynamic projection effects, guests will rediscover PUMA’s sport fashion vision. Across men’s and women’s collections, there will be remixed retro signatures, upcoming collaborations, custom pieces, and future-leaning looks that emphasize elevated, active style and expressive individuality.

Alongside the show, PUMA will reveal a digital experience that integrates interactive components to engage a global audience, further establishing PUMA in the web3 space after several collaborative projects in the first half of the year.“We are thrilled to be back on the official CFDA/NYFW calendar,” says Adam Petrick, Chief Brand Officer of PUMA. “Returning to fashion week for the first time in several years is significant for us because we knew we needed the right combination of factors to be present.  With an emphasis on digital, a great line up of ambassadors and an amazing creative partner in June Ambrose, the foundation and creativity for a great show are there. And we’re excited that this can be the moment for us to bring it to life.”

FUTROGRADE will feature a multitude of PUMA family members, from athletes to celebrities.

Heritage elements – from the T7 track-inspired formstrip to the iconic leaping logo – will converge with bold futuristic designs. Collaborations from the likes of Dapper Dan, Palomo, AC Milan and Koché represent a significant part of the show, each one interpreting the brand’s heritage with a unique twist.  A range of FW22 pieces will be available immediately following the show with others arriving for SS23.

The selection of looks, from both the current and upcoming seasons, is being curated by PUMA Creative Director, June Ambrose, who has also designed a number of exclusive runway pieces.  "My life and work has been rooted in street-culture and developing the relationship between urban sensibilities and industries. When I entered the business nearly three decades ago, my mission was to influence generations of people who dream about being seen. This perspective is what I bring to PUMA and it reflects my mindset as I curate the FUTUROGRADE show. I want to connect the emotional narrative of our lives, to the show, through the cyclical nature of fashion. I’m excited about the audience’s perception of how we are presenting the idea of ‘a future-forward classic’; tapping into nostalgia and reimagining it for the future. I want this concept to challenge the audience to be creative with their present, as they forecast what's next."

Petrick adds, “It is our aim that this experience, whether in person or immersed digitally, will illustrate the history and heritage of our brand through a reimagined and futuristic lens.”

David Stamatis, Executive Director and Partner at Future, a company that creates, partners and invests in ideas and content, is leading both creative direction and digital production of the show experience.

Closer to the show, PUMA will provide additional details about the digital components developed to define a multi-layered and original experience. With FUTROGRADE, PUMA will showcase its distinct culture of fashion, music, and sport.

Herzogenaurach, Germany, June 24, 2022
PUMA Kicks Off Its Largest Web3 Collaboration To Date, with 10KTF Shop
PUMA has entered New Tokyo, the virtual city 10KTF calls home. The shop is known for its streetwear offerings and is owned by Wagmi-san, a digital artisan whose collections and NFT community recently welcomed the global sports brand.

News of the partnership was shared at an event hosted by 10KTF last night in New York. Their event was one of many hosted during the week of NFT.NYC, a conference attended by crypto industry professionals, traders, and other web3 enthusiasts. The official announcement confirms weeks of speculation after PUMA tweeted a video previewing the new release of a classic sneaker. Camouflaged in the video is a frame with the shop’s logo and Wagmi-san at his storefront. Despite how hidden it may have been, the subtle clue was quickly discovered and fueled conversations around its meaning for 10KTF collectors.

PUMA values the extremely engaged and passionate community that Wagmi-san has nurtured,” said Adam Petrick, chief brand officer at PUMA. “We’re excited to join 10KTF and bring a physical layer to the current digital experience.”

Wagmi-san has previously alluded to his ambitions of bringing physical goods beyond the metaverse.

“Thanks to the rise of our 10KTF community and the like-minded craftspeople at PUMA, a long-held dream of mine gets to be fulfilled. I am grateful for the opportunity to bring our crafts and our stories into the physical realm and usher in a new era for New Tokyo,” he said.

For now, New Tokyo includes collectors of 10KTF, plus 16 additional NFT communities. This includes Gutter Cat Gang and Cool Cats, who have also partnered with PUMA as the sports brand becomes increasingly active in the web3 space. 

Further details of the project will be released this summer. 

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