On the eve of its 75th anniversary in 2023, Puma is moving to ramp up its visibility in the U.S. by returning to New York Fashion Week.
A key component of the show will be its focus on Puma’s signature T7 tracksuit, which helped move the brand beyond just shoes when it was introduced more than 50 years ago, bringing the formstrip and the logo of a jumping puma to apparel for the first time, and helping bring Puma out of the sports arena to the forefront of street culture.
To Ambrose, the show will represent more than just a collection of looks. “It’s a brand moment,” she said, adding that the event “could put us on the map with street culture.” Some 78 pieces will be showcased, many of them informed by pieces in the archive, with a focus on the T7 tracksuit. “This show is not led by a partner or collaboration,” Desens said. “We really wanted it to be a brand experience. We felt like we have such a great portfolio of stories to tell and we didn’t want to distract from them with a partnership moment. Of course, we’ve included some of our partner collections, but overall, it’s more about portraying the brand — where we are now and what we’re doing that we’re excited about.
So the show will highlight the relevance of these products by remixing them through the lens of fashion, streetwear and sports, he said, which is where Ambrose excels. “It was love at first sight,” he said, pointing to Ambrose’s “level of taste. It’s great to have an outside person be so involved with the brand and have a critical eye.
In its second-quarter earnings call at the end of July, Puma reported net sales jumped 18.4 percent to more than 2 billion euros and the company is projecting growth in the midteens for the full year. But Puma is not immune to the macroeconomic pressures of rising raw material costs, inflation and political unrest.
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