Transformed by light,
music and projection effects

This has been an amazing moment for our brand! At a beautiful venue in Manhattan, packed with well-dressed stylish people, our first PUMA runway show since 2017 during New York Fashion Week took place. FUTROGRADE showcased a selection of looks – from both current and upcoming seasons, as well as custom pieces – curated by PUMA Designer and Creative Director, June Ambrose.  With our show, we tapped into nostalgia to reinterpret it for the future. Dive in, here we summarise the glamorous sporty evening for you.

Oh those outfits 😍. The show featured retro pieces, upcoming collaborations, custom items and futuristic looks. Another highlight – we put our top athletes in the spotlight. Some of them changed their profession on the evening, acted as supermodels and presented our fashion creations on the impressive runway. A total of 78 pieces were shown, many of which are based on pieces from the PUMA Archive. Collections shown during the evening included AC Milan, Dapper Dan, Koche, MMQ as well as the first co-branded collection by June Ambrose and PUMA: ‘Keeping Score’ explores the idea of reflection, how we as a community of women keep score for ourselves and one another.

In the very front of the spectator rows we spotted some of our beloved PUMA family celebrities, such as Lauren London, Walt Clyde Frazier, Dapper Dan and brand new member of the fam, Skepta. We also saw Missy Elliot, Olivia Palermo & Brooklyn Beckham, the brother of PUMA ambassador Romeo Beckham.

ACT 1 – PAST

ACT 2 – PRESENT

In addition to our heritage based pieces, “Futrograde” unveiled collaborations with Dapper Dan, Palomo Spain, AC Milan and Koché.

ACT 3 – FUTURE

BLACK STATION

In addition to our physical show, our digital experience aired, that ticked off all of the boxes. It lifted NFTs of our footwear that was integrated into the show through digital avatars. Who were the avatars, you wonder? None other than soccer superstar Neymar Jr. and basketball icon Skylar Diggins-Smith.

For a fully immersive experience, visit blackstation.puma.com.