The Puma’s New York Week Fashion show last night marked the brands appearance since their Fenty partnership in 2017 – with top models, including Winnie Harlow, walking the runway with champion athletes, including Olympic sprinter Usain Bolt, and Nigeria’s afrobeats star Davido at the June Ambrose-curated phygital extravaganza.
The “Futrograde” show was very different from Puma’s last New York Fashion Week appearance, which included Rihanna as the brand’s notable collaborator at the time. In an effort to gain a larger share of the fashion industry, the brand, which is approaching its 75th anniversary next year and is piling up significant sales and profit triumphs, wanted to present a far wider spectrum of talent this time around. With its clever casting and hip audience, Puma used the play to make powerful points about the metaverse, sustainability, genderless fashion, and the strength of diversity.
The brand unveiled two new sneakers which were conceived as purely digital designs before being turned into physical products. The changes reflect Puma’s desire to reclaim its position in the fashion industry after successfully reviving its brand in recent years by putting an emphasis on sports.
The brand is honoring its history while keeping a sharp eye on the future. The T7 track-inspired formstrip and the recognizable jumping logo are examples of heritage design elements that merged with future trends. Puma highlighted partnerships with a wide range of partners: Nigeria’s afrobeats star Davido, renowned football team AC Milan, fast-rising Parisian brand Koché, gender-neutral Spanish label Palomo, Harlem style legend Dapper Dan, and more all received attention and revealed distinct facets of the brand.
For Davido, the musician had signed a new, long-term contract to serve as PUMA’s brand ambassador and to help the firm fulfill its ambition and desire to participate in the development of African local commerce. In addition, he served as PUMA’s brand ambassador throughout much of Northern America, sub-Saharan Africa, and the rest of the world.
The star was also present at Marni’s Spring/Summer 2023 New York Fashion show – sitting front row.
