Puma and French streetwear brand Ami are launching a collection together. The collaboration is inspired by the values of friendship and “merges tailoring with innovative sportswear design,” Puma announced on Saturday.
The collection includes basics such as t-shirts, hoodies, crewnecks and shorts, but also shoes. The sneakers “Slipstream Lo”, “Suede Crepe” and the new model “Suede Mayu” were provided with Ami branding. Accessories such as bucket hats, caps and two bags were also created as part of the collaboration.
The focus of the collaboration is above all a positive message: The collection with Ami was a “no-brainer” (self-selling), says Adam Petrick, Global Director of Marketing at Puma. The French brand’s name – meaning “friend” – encapsulates the community and family values that Puma stands for.
“This was a real and authentic collaboration; we were able to design a timeless and elevated classic sportswear collection for today’s consumers,” says Heiko Desens, Global Creative Director of Puma.
A logo was also designed that combines the Puma big cat and Ami’s heart emblem. The pieces in the collection will come in neutral and bold colors, including white and beige, but also bold green and bright red.
The collection is promoted through a campaign featuring Romeo Beckham and Mia Regan. The aspiring soccer player and son of designer Victoria Beckham and the model were chosen for their “individual style” and “energy”. Together, the two have just over 4 million followers on Instagram.
The collection will be available in Ami stores from March 16th, followed by the launch on March 19th in the Ami and Puma online shops, in Puma stores and at selected retail partners.