PUMA presented FUTROGRADE, an immersive runway show during New York Fashion Week that showcased the past, present, and future of the brand. PUMA has launched a parallel metaverse fashion show experience, called Black Station, that included exclusive NFTs with limited edition redeemable physical sneakers. The digital show experience will be available at Blackstation.puma.com. PUMA’s Black Station has been imagined as an immersive and interactive place to experience the future of the brand. As a blank and ever-evolving 3D canvas, Black Station is a dynamic destination to visit, connecting consumers with various web3 activations emerging over the course of the next year and beyond.
FUTROGRADE, the physical show, 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. On the doorstep of its 75th anniversary, this show highlighted PUMA’s Forever Faster spirit – fusing history and heritage with innovation in design and sports performance.
An after party, hosted by Richie Akiva, followed directly after the show at the venue.
COLLECTIONS INCLUDED
- Downtown: PUMA’s premium execution streetwear, with a focus on sustainability
- Luxe Sport: A sophisticated reinvention of streetwear, with exaggerated dimensions, reinterpreted branding, and unexpected elements.
- Player’s Lounge: A reimagining of football aesthetics, celebrating fan styling and authentic, elevated materials.
- PUMA Tech: A technical streetwear collection made sustainably with visible functionality and a tech-style aesthetic.
- Uptown: Range of products that utilize premium fabrics and executions to create a curated streetwear look.
COLLABORATIONS INCLUDED
- AC Milan: Our collaboration with AC Milan reaches back to their heritage roots to celebrate Paninari subculture. The drop is inspired by groups of young people frequented the Paninari Café in the Milanese metropolitan area, adopting favored brands and establishing their movement. Collection pieces celebrate this subversive group of streetwear enthusiasts, featuring premium woven labels, storytelling patches, and embroidered detailing.
- Dapper Dan: Taking inspiration from the idea of a pre-game runway, PUMA x Dapper Dan combines PUMA’s sports heritage with Dapper Dan’s exquisite workmanship to create a luxury upcycled aesthetic, complemented with knitted materials, tailored styles, and elevated colors.
- June Ambrose: The first co-branded collection by June Ambrose and PUMA, ‘Keeping Score’ explores the idea of reflection – how as a community of women keep score for ourselves and one another.
- Koche: PUMA’s first-ever collaboration with the Paris-based fashion label Koché, the collection celebrates women at the intersection of fashion, fitness, and femininity with silhouettes that blur the lines between performance and lifestyle.
- MMQ: “Macht’s mit Qualität.” Translated from German, it means “Made with Quality” and represents the finest in PUMA’s designs and materials.
- Palomo: The first-ever collaboration between PUMA and PALOMO SPAIN, the collection takes a genderless approach to add an avant-garde touch to PUMA silhouettes, featuring a ‘70s-inspired color palette and graphic design details.
- PAM: Working to engage the consumer in a meaningful, thought-provoking, and exciting experience, this first collection blurs the lines between sports/activity, Hobby, virtual /actual, urban/outdoor, object/function and so-forth
Those who represented the brand at the show were influencers and celebrities including Brooklyn Beckham, Cindy Bruna, Dapper Dan, Usain Bold, Winnie Harlow, Missy Elliot, Skepta, Remi Bader, and more, some of which who are PUMA Ambassadors.
Neymar da Silva Santos Jr. and Skylar Diggins Smith were also on the runway but through a different experience having been scanned as a 3D model prior to the show appearing digitally on the LED screen, flanking the runway.