People at PUMA
MAKING-OF:
SPORTSTYLE JER-SHE
A designer talk about our IWD collection
March 10, 2025A designer talk about our IWD collection
March 10, 2025Four pieces. Four Business Units. One powerful message. That’s our IWD campaign 2025 JER-SHE where each piece serves as a blank page, inviting women to express their true selves with boldness and authenticity. To dive deeper into the design process, we sat down with the talented women behind these pieces. Kicking things off, Senem Mueller-Suak and Lisa Wagner rock their Sportstyle JER-SHE!
GET TO KNOW SENEM & LISA!
Senem Mueller-Suak
Origin: Germany with turkish roots
Age: 35
Role at PUMA: Senior Designer Sportstyle Apparel
Tenure: 6 years
Favorite Project for PUMA (except of JER-SHE): OnePiece SS24 and currently reimagining T7 Franchise
Favorite Designer: Haider Ackermann in his “old” times
Dream Client: Aspiring people with a passion for details in fashion
Design Style in One Word: Timeless
Go-To Outfit: Simple Knit Crew paired with denims, spiced up with some jewellery
Lisa Wagner
Origin: Germany
Age: 28
Role at PUMA: Graphic Designer Sportstyle Apparel
Tenure: 3,5 years
Favorite Project for PUMA (except of JER-SHE): Dare to SS25
Favorite Designer: Virgil Abloh
Dream Client: Willow Smith
Design Style in One Word: Sportfashion
Go-To Outfit: One of my dad’s old 90ties knits, combined with a skirt and boots
Senem and Lisa gave us some insight into the origins of the collection and the cross-BU collaboration.
The initial idea was to create a cross-BU collection for International Women’s Day. The vision after some alignments was a unified design language across all jerseys. By aligning on the same artwork, patches, and a monochromatic colour story, the creative direction team ensured consistency while allowing each BU to showcase its unique perspective, reflecting its expertise and individual approach. For me, it was fascinating to see how different teams collaborated and aligned their visions.
As the sportstyle department, Senem and Lisa infused the collection with trend-driven aesthetics, blending sportswear with lifestyle appeal. Senem led the apparel direction, shaping silhouettes, while Lisa took charge of graphics, creating a visual language that resonated with passion, community, and strength – values boldly also represented on the patch.
The overarching goal was to create a piece that made women feel both comfortable and confident. That’s why we explored various elements of sports design, particularly in graphics, and fused them with lifestyle aspect.
The result: A trendy fashion silhouette infused with sports details. Graphic elements included craftsmanship-inspired details, such as cross-stitching on the crest – an homage to team sports and the networks of friendships they foster. Additionally, the all-over print and engineered side panels took inspiration from lace patterns, symbolising cultural and social connections within sports.
We chose a dress because it's a fresh take on a jersey – just seen in a different way.
It blends multiple characteristics effortlessly. You can just slip it on; it’s comfortable, slightly oversized, and has a beautiful flow. It feels feminine and easy to wear. Since they followed a monochromatic concept, they wanted to add some texture, so they experimented with different fabrications – like the glossy tricot at the front, mesh on the sides, along with piping and detailed stitching.
The mix of textures and elements reflects the different facets of a woman, bringing versatility and depth to the piece.
Senem’s and Lisa’s style tip for their JER-SHE! 🔥
Keep it simple! Just put on the dress, wear a nice cross back to it, some black sandals. So just let the garment do the talk!
