Romeo Beckham and Mia Regan front new Puma & Ami collection campaign

By

Sandra Halliday

Published
Mar 8, 2022

Puma and Parisian brand Ami have linked up for a collaboration and the high-profile campaign is being fronted by Romeo Beckham and Mia Regan.

The debut Puma x Ami wardrobe is “inspired by a new era of achievement — one that doesn’t conform to a specific gender, individual, or appearance”, we’re told.

The collection features “minimalistic branding, a mix of neutral and bold colours, and premium materials, [and it] elevates sportswear”. The Ami de Coeur, Ami’s signature symbol, is merged with the Puma logo to make a co-branded graphic. 

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“I'm very proud of the way we mixed the logos together, I think that the result is very impactful and that while this is a gift for us at Ami, it's a gift for Puma too,” said Alexandre Mattiussi, Founder and Creative Director of Ami. 

The line-up includes some of the sports brand’s classic footwear silhouettes, such as the Slipstream Lo, Suede Crepe, and the newly-released Suede Mayu. The apparel includes T-shirts, polos, jackets, hoodies, shorts, crews, pants, and bras that mix and match “to build a full wardrobe”. Plus there’s a bucket hat, curve caps, shoulder bags, and a grip bag.

As for the global launch campaign, Romeo Beckham and Mia Regan were shot by photographer Eddie Wrey.

“What I love the most about them is their energy and their individual style. That and they are clearly in love. Romeo and Mia embody very well the spirit of the collection,” said Mattiussi.

Adam Petrick, Global Director of Marketing for Puma, added that “the partnership with Ami was a no-brainer, their name literally means ‘friend’ and that’s what Puma is all about – a community, a family. We are exceptionally pleased to be able to partner with a creative mind in Alexandre that truly understands the elevation of classic sportswear silhouettes, as well as the creation of community through a positive message.”

The collection launches globally on March 19 but will be in Ami stores from March 16. It will also launch via Puma’s webstore, its Carnaby Street store in London, via Ami’s webstore and at retailer End.