AMI, Batman, Modibodi: Puma continues to launch collaborations
The collaboration between Puma and AMI launched during Paris Fashion Week after having been in the works for several weeks now. The partnership between the German sports equipment manufacturer and the French premium creative brand resulted in a collection characterized by a the sports brand's signature puma leaping inside AMI’s heart-shaped logo. "I'm very proud of the way we mixed our logos together. I think that the result is very impactful and that while this is a gift for us at AMI, it's a gift for Puma too,” said Alexandre Mattiussi about this collaboration in a statement.
Romeo Beckham and Mia Regan modeled the collection's garments for the campaign photographed by Eddie Wrey. The collaboration's lineup included several variations of the Slipstream Lo, Suede Crepe and Suede Mayu shoes, as well as T-shirts, polo shirts, jackets, hoodies, jumpsuits, bras and shorts and a selection of accessories. It will initially be available on March 16 in the French brand's stores and will later be offered on both labels’ websites as well as in select retailers.
Puma did not forget to cater to sportswomen. The brand additionally launched a collaboration with Modibodi, a label specializing in textile products for women and their menstrual periods. The collaboration between the two brands offers underwear and sportswear.
"This line is designed to be reusable and replaces disposable pads, liners and tampons, while providing women with extreme comfort, freedom from odor and protection from all types of leakage," said Erin Longin, Puma's Global Director of Run/Train, in a statement.
The collaboration highlights the properties of Modibodi's Modifier Technology. A soft, merino wool top layer wicks moisture and perspiration, its absorbent, quick-drying microfiber middle layer retains liquids and odors, and a bottom layer offers additional waterproof protection. The line will be available in May on both brands' websites.
Finally, the soccer collaboration between Puma and the latest Batman movie, released on March 2, was presented for the movie's release but will not be available until June. The footwear collaboration worn by Neymar Junior, one of Puma’s major soccer ambassadors, focused on redesigning the Futura Z cleats. The athlete wore these shoes during the last two championship games.
On the fashion front, the brand is clearly moving upmarket after unveiling a collaboration with Christelle Kocher and AC Milan.
The beautiful signatures of the two French designers Mattiussi and Kocher will perhaps make Puma's teams partially forget another ambassador's public reaction. Upon the German sports equipment manufacturer's announcement that it will "temporarily suspend the operation of all its stores in Russia", that is to say a hundred points of sale, the French rapper Booba reacted by threatening to break its relationship with Puma France by posting a message on his Instagram account stating: "You break I break. If you’re in politics, we should be too. But know that in case of aggression, the response will be there," accompanied by other messages supporting Vladimir Putin. We assume that ties between Puma and the rapper, who also owns the brand DCNTD, will certainly be severed sooner rather than later.
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