Puma releases new shoe in support of criminal justice reform
today Jan 24, 2019
Puma has unveiled the Clyde Court #Reform, a basketball shoe inspired by hip-hop artist Meek Mill's advocacy to reform the criminal justice system and Olympian Tommie Smith's activism for universal equality.
The sneakers are available for pre-sale now on Puma's e-commerce website, with a full release scheduled for February 1. For every pair of Clyde Court #Reform sneakers sold, Puma will contribute 100 percent of net proceeds to the Reform Alliance, the newly launched organization devoted to transforming the American criminal justice system.
The organization, which has launched in tandem with the #Reform shoe and counts Puma as its exclusive brand partner, is led by recording artist Meek Mill, Philadelphia 76ers co-owner and Fanatics executive chairman Michael Rubin, hip-hop artist and Puma Basketball creative director Jay-Z, and Kraft Group CEO and New England Patriots owner Robert Kraft, among others.
Similar to Nike, Puma's plan for the dual launch appears to be to combine fashion's influence with relevant activism – a brand strategy that is particularly crucial when appealing to the youngest generation of consumers, Gen Z.
"We at Puma have been big believers in the power that sport has to unite people and push culture forward in a positive way," said Adam Petrick, Puma's global director of brand and marketing, in a release. "To that end, we are very happy to partner with and support Meek and the Reform Alliance in the pursuit of reforming the criminal justice system."
The Clyde Court #Reform sneaker continues the mission of Puma #Reform, the brand's social justice platform launched in October of 2018. In addition to backing Meek Mill's focus on criminal justice reform, the platform has also provided support to Tommie Smith's efforts for universal equality and WNBA star Skylar Diggins-Smith's advocacy for gender equality.
To boost the shoe release and the launch of the Reform Alliance, NBA athletes sponsored by Puma – including DeMarcus Cousins, and DeAndre Ayton – will sport the new shoe, with the sportswear company donating $5,000 in the name of each player.
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