Puma teams up with AMI for elevated sportswear collection
Parisian house AMI has joined Puma in a collaboration, combining tailoring and innovative sportswear design.
The collection includes Puma's classic footwear silhouettes including the Slipstream Lo, Suede Crepe, and the newly released Suede Mayu. Apparel elements include t-shirts, polos, jackets, hoodies, shorts, crews, pants, bras and a range of accessories.
The AMI de Coeur, AMI’s signature symbol, is merged with the Puma logo to make a co-branded graphic that can be seen across pieces in the elevated sportswear collection.
Alexandre Mattiussi, Founder and Creative Director of AMI said: "I'm very proud of the way we mixed the logos together, I think that the result is very impactful and that while this is a gift for us at AMI, it's a gift for Puma too. This is something that we share, this is what we call friendship. It is a very honest collaboration, not trying too hard, not pretentious."
Romeo Beckham and Mia Regan are featured in the global launch campaign shot by photographer Eddie Wrey, which takes focuses on how happiness starts with the people you surround yourself with.
When asked why the brands selected the couple as the frontrunners for their debut campaign with Puma, Mattiussi said: "What I love the most about them is their energy and their individual style. That and they are clearly in love. Romeo and Mia embody very well the spirit of the collection."
Heiko Desens, Global Creative Director for Puma added: "I’ve been following Alexandre’s work for some time now. Ever since I started at Puma, I was thinking of what a great partnership this would be, today, I’m delighted with the result. This was a real and authentic collaboration; both of our teams brought a lot of ideas to the table, and we were able to design a timeless and elevated classic sportswear collection for today’s consumer."
The Puma x Ami Collection will be available exclusively in AMI stores from 16 March and globally from 19 March.