The partnership between the 34th America’s Cup and PUMA represents the continued reinvention of the Cup. From the groundbreaking AC45 wing-sailed catamaran and breakthrough television graphics to athlete’s view cameras and premium sportswear, every change of the 34th edition is focused on transforming the sport of sailing into fan-driven experience.

Craig Thompson, CEO, America’s Cup Event Authority said: “The new America’s Cup represents a radical shift in the way people will connect with the sport of sailing. We’ve looked at every component of the event from the viewer’s eye so we can create customized experiences for audiences around the globe. We’re committed to providing the ultimate in performance sportswear for our fans, and in PUMA, we’ve found a partner who can deliver on that promise.”

“PUMA’s approach to sailing has always been a little bit different,” said Antonio Bertone, Chief Marketing Officer for PUMA. “We’re the mavericks in the industry, intent on shaking up the sport with campaigns, products and partnerships that reach new audiences, dial up the ‘fun’ and push the boundaries of performance technology. America’s Cup embraces a similar philosophy and re-emerged as the hottest thing to happen to professional sailing in decades. We’re excited to come aboard as the official sportswear partner for the Cup.”

PUMA first entered the sailing category in 2008 when it developed a line of performance and lifestyle footwear, apparel and accessories to support the launch of the PUMA Ocean Racing. Driven by a massive global marketing machine focused on media and fan engagement, its early successes helped establish PUMA as a credible sailing brand and paved the way for the partnership with the America’s Cup.

The 34th America’s Cup and PUMA also share a commitment to sustainability and the health of the world’s oceans. The 34th America’s Cup is embarking upon a major ocean awareness campaign aimed at restoring the health of the worlds’ oceans by inspiring people to take immediate action. PUMA is committed to working across the globe in sustainable, creative and innovative ways to lessen the company’s impact on the environment and to give back what it takes from the planet by seeking to reduce its carbon footprint in all areas of business. Ocean preservation will be a major focus for PUMA across all of its sailing platforms. Additionally, the America’s Cup sportswear produced by PUMA will be made from more sustainable fabrics.

“We want partners who not only understand the dramatically changing landscape of sport, but also the importance of putting the needs of our stakeholders at the forefront, which is evident in PUMA’s commitment to global sustainability,” added Thompson.

“Environmental stewardship is our collective responsibility,” said Bertone. “Together with the America’s Cup, we have a unique opportunity to reach people across the globe and raise awareness of the critical importance of marine preservation.”

Additionally, selected pieces from MMQ SS23 are crafted with highly rugged and tough Cordura fabric, including the Lightweight Utility Shorts and Lightweight Rain Jacket. Premium cotton is also utilized for highly wearable essentials like the collection’s Pocket Tee, Crew, and Pants. Rendered in key tones like “Mustard Seed” and “Dusty Tan”, each piece in the MMQ SS23 collection is rounded off with subtle detailing, resulting in a collection that is built for the modern day.

PUMA MMQ SS23 is available starting April 1, 2023 from PUMA flagship stores, PUMA.com, and selected retailers.

Editors Notes 

German for “Made with Quality,” PUMA’s Macht’s Mit Qualitat collection represents the finest in PUMA’s design and materials. The concept channels minimalistic aesthetics, contemporary silhouettes, and sophisticated details into one refined vision of quality. Yet another core tenet for the MMQ collection is timelessness, which is represented through an aesthetic marriage between natural beauty and the wonders of human creation.

“As a result of the COVID-19 Pandemic and the closure of gyms and studios, we saw more and more people looking to the outdoors for fitness, health, and wellness,” said Erin Longin, General Manager, PUMA Run Train. “We knew this would be a lasting behavior and people were looking for gear that would perform in the outdoor environment, which is why we created SEASONS as an extension of our RUN PUMA performance collection.”

The apparel collection uses cell technologies—stormCELL, rainCELL, dryCELL, and warmCELL—to protect against the elements. Key products in the launch collection feature a waterproof Stormcell Jacket, Raincell Jacket / Pant, and Down Jacket for the autumn, winter season. The collection also features new additions to PUMA’s trail running footwear offering with a new, lightweight trail shoe in FAST-TRAC NITRO GTX and an updated Voyage NITRO 2 GTX.

For multi-terrain. For outdoor conditions. For all SEASONS.

SEASONS Stormcell Jacket

Providing extreme weather protection, the Seasons stormCELL Jacket is a high-performing go-to when the going gets tough. Made with Sympatex—a three-layer waterproof, windproof, and breathable textile, the seam-sealed shell features an oversize adjustable hood with reflective bungee collar, hook and loop extended cuff, bonded two-way pit zips, and hem adjustments for a customized fit. Countless dry storage options—including multiple water repellent bonded zipper options and hand pockets with an internal bag—mean you’ll be prepared for whatever comes your way.

SEASONS Down Jacket

Conquer winter in the Seasons Down Jacket, featuring innovative warmCELL—a thermal insulation that traps heat close to the body for supreme warmth. An adjustable fitted hood, elastic bound cuff, and technical hem adjustments enhance the performance of this chill-proof style. Zip hand pockets are ideal when temps drop, while an internal chest pocket with packable bag and stow pockets will protect your stuff so you can focus on more important things, like your outdoor excursion.

SEASONS Raincell Jacket

An elevated water-repellent outer layer, the Seasons rainCELL Jacket features an adjustable hood with visor and bungee collar for wet weather protection. An extended cuff with hook and loop closure offers additional coverage and a secure fit. Internal seam sealing in key areas acts as an extra barrier so you can power through, whatever the forecast. Two bonded zip-front pockets provide convenient dry storage for everything—from phone to fuel.

SEASONS Raincell Pant

Featuring stretch material, the Seasons rainCELL Pant provides water-repellent coverage without restriction. Reinforced articulated knees further the ease of movement and add durability, while an elastic back waistband with belt loops and full zip fly with hook and loop closure ensure a stay-put fit. The gusseted zipper ankle offers enhanced shoe coverage, and two bonded zip front pockets are ideal for stashing essentials. Adventure on—rain or shine.

FAST-TRAC NITRO GTX

Featuring a waterproof and breathable GORE-TEX upper, the FAST-TRAC NITRO GTX thrives in challenging conditions. A durable rubber PUMAGRIP ATR outsole provides reliable multi-terrain traction, while NITRO foam is ultra-responsive and cushioned. Light up your next adventure with sleek, reflective branding.

VOYAGE NITRO 2 GTX

With waterproof GORE-TEX, the Voyage NITRO 2 GTX keeps moisture out while still offering ultimate breathability. The outsole is next level with innovative PUMAGRIP ATR—a durable rubber compound designed for harsh elements and tough trails. NITRO foam provides propulsion and cushioning, while the bootie construction ensures dirt stays on the trail.

DEVIATE NITRO 2 WINTERIZED

Optimized for inclement weather, the Deviate NITRO 2 Winterized is an all-season upgrade to its award-winning predecessor. Featuring a water-repellent upper, the new iteration also

incorporates a full-length layer of premium NITRO Elite foam at the midsole for supreme cushioning and peak propulsion. A reworked PWRPLATE acts as a lever for maximum energy transfer at toe-off, while improved traction rounds out this tech-packed running shoe.

PUMA’s SEASONS Collection will be available starting September 2022, on PUMA.com, PUMA Stores, and selected retailers worldwide.

The footwear collection brings in the same fresh greens, pinks, and lavenders as the apparel, offering a fun new take on timeless silhouettes such as the Suede, CA Pro, Rider FV, and TRC Blaze. Overall, from its strategic pops of color to its splashy graphics, the Fandom collection has something for everyone, from adults to kids. Combining classic PUMA design with the flair and technology of today, these statement pieces are sure to become closet staples. 

The Fandom Collection aims to capture that spark of authenticity and give a sartorial voice to the spirit of interaction and celebration that brings fans together around the world. This collection is available starting today in PUMA stores, PUMA.com and selected retailers across the globe. 

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.”

PUMA Athlete Jodie Williams says: “I think it’s important for female athletes to share their stories and be as open as we can to help destigmatise the challenges of menstruating whilst competing. This is a global issue and one that will take us all speaking out to break down the taboo. The PUMA x Modibodi Period Pep Talks are an awesome way to connect with girls who are considering dropping out of sport and help to normalise menstruation. We need to tackle the stigma that women can't be active on their periods or when experiencing any of life’s leaks.”

PUMA Athlete Naomi Schiff says: “It is such a shame that the stigma around periods has and continues to hold girls back when it comes to sport. The PUMA x Modibodi collaboration not only brings innovation to the activewear market but it gives us girls and women wearable options that make it easier to be active at any point during a cycle. It also opens up the opportunity for a bigger change in the cultural conversation around the perceptions of periods in sport.”

The PUMA x Modibodi activewear collection is available in selected stores and online at modibodi.com and puma.com.