.PUMA showcased its past and future as it prepares to celebrate its 75th anniversary next year.
, the show offered something for everyone. And the appearance of a well-known ambassador, multiple Olympic Gold Medalist sprinter Usain Bolt, wearing a Puma-style formalwear look — black joggers with the brand’s signature formstrip in white with matching tails that dragged behind him — was among the highlights of the show.
For the core collection, Puma offered several iterations of its performance-blended-with-fashion offerings. That includes the Downtown, a sustainably based streetwear collection; Luxe Sport, a fashion-forward representation with exaggerated dimensions and reimagined branding; Player’s Lounge, a new take on the football uniform in elevated materials; Puma Tech, a functional streetwear line with technical attributes, and Uptown, a premium streetwear collection.
The extravaganza drew many of Puma’s top executives who flew in from Germany to attend the show. That included global chief executive officer Bjorn Gulden who was in the midst of a whirlwind global tour that included the Formula 1 races in Milan, the Diamond track-and-field races in Zurich and other events.
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