In a move to tap the demand for premium products, Puma with Porsche Design is launching a joint collection of shoes and garments.
The sportswear brand announced it was replacing German rival Adidas as Porsche’s partner, last month, and they presented the first set of shoes and garments at an event in Berlin on Thursday, which will go on sale on March 1.
Combining the design heritage of the two globally renowned brands, the Porsche Design Sportswear Collection features engineered products that will perform at the top level and stand for the fusion of lifestyle and performance wear.
At the same time, Porsche Design — the fashion and accessories brand owned by the German car company — hopes Puma will draw a younger audience to its stores, while the sportswear brand expects to attract some of the car brand’s big spending customers, noting strong demand for high-end sports gear in markets like China and Japan.
“We are really excited to start working with such a renowned partner like Porsche Design. Their active lifestyle heritage fits perfectly to our ambition to bring the track to the street and merge sport innovation with lifestyle products. With our long experience in motorsport, we will be working with Porsche Design to innovate footwear and apparel styles of high quality and technical engineering.” – Bjørn Gulden, CEO, Puma
The deal comes as many luxury and premium labels such as Hugo Boss and Kering’s Gucci are seeking to capitalize on the athleisure trend by launching pricey sneakers.
Shoes in the Puma-Porsche collection will retail for up to Euros 250 and jackets for Euros 450 and will be sold in 150 Porsche Design stores worldwide and online.
“With Puma, we have found a qualified partner, who shares the same values related to technological innovation and functional design. We are very much looking forward to kicking-off this partnership and to lifting the Porsche Design Sportswear Collection to new heights over the following years. The new Spring/Summer 2019 Collection is just the starting point of this valued partnership,” said Jan Becker, CEO of Porsche Design Group.