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Translated by
Nicola Mira
Published
Sep 28, 2022
Reading time
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Puma launches We Are Legends platform

Translated by
Nicola Mira
Published
Sep 28, 2022

Puma has launched We Are Legends, a platform led by a collective of the sport brand’s black designers, with which Puma wants to celebrate "the Black community and its creatives.” The new storytelling and product development platform will drop a first apparel collection in early October.


‘The Yard’ collection by Puma’s We Are Legends - Puma


With this initiative, Puma is keen to boost black representation within the design industry. We Are Legends is driven by an internal collective of Black designers and, as its name suggests, it aims to celebrate the present in black culture, and not just the richness of its past history, as Puma explained.

“Often when we celebrate Black culture, we look to the past. However, our collective wanted to help change this narrative by empowering people to speak up in their most authentic voices now, to create their own legacy that will be legendary,” said Ariel Weeks, footwear merchandising manager and head of Puma’s B-Bold employee resource group.

According to Puma, the platform's goal is not only to tell authentic stories and highlight the beauty of cultural diversity, but also to promote the next generation of black designers. To achieve this, Puma wants to raise awareness of the importance of black culture and provide access to roles in the industry by means of strategic partnerships, mentorship, and education.

Michelle Marshall, head of diversity, equity and inclusion at Puma North America, said: “I am extremely proud to introduce the world to We Are Legends, a collective of black designers who are a prime example of when [sic] employees step up to drive and be the change that they want to see.”

‘The Yard’, the first collection by We Are Legends, is inspired by ‘Homecoming’ - a tradition in many high schools and colleges in the U.S, as they welcome back and celebrate former alumni.

The collection features men's and women's clothes in a bright palette of brown, purple and orange hues. Classic Puma items, like the suede sneakers, have been reinterpreted in a contemporary shape and style.

“Design details reference styles worn by HBCU [historically black colleges and universities] students in the past and currently, capturing the culture’s deep history and honouring their contribution to American style,” said Puma.

‘The Yard’ will be launched on October 1 worldwide on the Puma app and at the brand’s New York flagship. On October 3, the collection will be available on Puma’s e-shop and at selected retailers around the world.

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