Be Well Week
Our PUMA HQ in Herzogenaurach Hosts Week Centred Around Well-Being
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.
In addition to our heritage based pieces, “Futrograde” unveiled collaborations with Dapper Dan, Palomo Spain, AC Milan and Koché.
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.