×
80 371
Fashion Jobs
MICHAEL KORS STORES CALIFORNIA INC
Store Operations Manager
Permanent · Ontario
GAP INC
Director, Business Analysis & Insights
Permanent · San Francisco
BATH & BODY WORKS
Senior Digital Business Operations Analyst
Permanent · Reynoldsburg
MACY'S
Asset Protection Detective, Eastridge - Full Time
Permanent · San Jose
MACY'S
Asset Protection Detective, Stonebriar Centre - Part Time
Permanent · Frisco
OLD NAVY
Assistant General Manager - South Meadow Square
Permanent · Ithaca
JOCKEY
Human Resources Business Partner - Hybrid in Person
Permanent · Kenosha
NIKE
Senior Financial Analyst, Global Supply Chain Finance
Permanent · Beaverton
NIKE
North America Merchandise Manager- jd Sports/ Finish Line Men's Lifestyle Footwear
Permanent · Beaverton
NIKE
Expert Technical Recovery Consultant (Open to Remote Work, Except The Following Locations: sd, vt, And wv)
Permanent · Beaverton
NIKE
North America Merchandise Manager-Nike Direct Digital Commerce-Kids Performance Footwear
Permanent · Beaverton
NIKE
Inventory Controls Specialist
Permanent · Beaverton
NIKE
Technology Director – Consumer Creation Business Intelligence
Permanent · Beaverton
ESTÉE LAUDER
Director, Omni Education Marketing
Permanent · New York
ESTÉE LAUDER
Manager, Performance Marketing Analytics
Permanent · New York
TAPESTRY
Planner, Global Merchandise Planning
Permanent · New York
MICHAEL KORS RETAIL INC
Sales Supervisor
Permanent · Oak Brook
DESIGNER BRANDS
Merch Vendor Compliance Analyst
Permanent · Columbus
ULTA BEAUTY, INC.
Retail Sales Manager
Permanent · Spring
GAP
District Manager - Atlanta
Permanent · San Francisco
GUESS
Account Executive
Permanent · New York
KOHLS
Loss Prevention Operations Center Investigator- 3rd Shift
Permanent · Menomonee Falls
Published
Sep 29, 2015
Reading time
2 minutes
Share
Download
Download the article
Print
Click here to print
Text size
aA+ aA-

Puma relies on edgy collaborations to strengthen its lifestyle positioning

Published
Sep 29, 2015

In 2014, Puma concentrated on sport, having announced that its relaunch would focus on sport performance. Puma thus loosened its purse strings and powered up in football, with English Premier League team Arsenal and Bundesliga's Dortmund. In addition, it featured the global 'Forever Faster' campaign. In 2015 the German brand continue in this vein but has also made the lifestyle segment a focus.

Puma X Vashtie collaboration - Puma


To this end, it created a lifestyle collection signed by Usain Bolt. However, perhaps even more representative of its investment in this ambition in its having joined forces with Rihanna.

However, the brand is also featuring several collaborations with alternative players and independent labels. In 2015 it presented joint initiatives with New York brand Aimé Leon Dore, with streetwear label Stampd, designer Vashtie, and the Alife and XLarge labels.


PumaXSwash - Puma


This autumn, Puma unveiled its work with the very artsy British label Swash, founded by Sarah Swash and Toshio Yamanaka.

"Inspired by the Swash archives and suffused with a sporty, military vintage mood, the collection adds extraordinary prints to some reinvented Puma classics. It also relies on Puma's state-of-the-art technologies for a sophisticated, contemporary aesthetic,” a press release read.


'Reflective' styling in the PumaXICNY collaboration - Puma


For autumn-winter, Puma presented a collaboration with ICNY, Mike Cherman's New York label, featuring quirky cycling gear that subtly integrates reflective materials. The two brands thus delivered a collection combining shoes, jackets, trousers, sweatshirts and wind-breakers ideal for urban cycling. 

These collaborations clearly showcase Puma's lifestyle approach. On its website, Puma features primarily sporting or sport-related items, such as football kit replicas, parkas, etc. Its more fashion apparel is accessible through tabs taking you to the products created from these collaborations.

Copyright © 2022 FashionNetwork.com All rights reserved.