Puma Has A New Collection For Downtown Sweethearts
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- July 7, 2015
Photo: Instagram
Puma, the German multinational company that produces athletic and casual footwear, is fighting back into the marketplace after Nike and Adidas have experienced insane success. Since the mid-1990s, Puma has concentrated its affairs in the United States and partnered up with some of the best faces the world has ever seen.
Stars such as Usain Bolt, Serena Williams, and Oscar de la Hoya have been known to wear the shoes designed by Lamine Kouyate and Amy Garbers. But it is with the company’s latest acquisition — pop megastar Rihanna and New York darling Vashtie Kola — that they plan to embolden Puma to the rest of the sneaker community. After experiencing a sales uptick of 4.4 percent across all regions, mainly driven by footwear, Puma is unveiling two new collections created by these two celebrated talents.
We’ve told you about Rihanna’s reported $1 million deal to serve as Puma’s global ambassador, but this week another collection debuted.
The Lower East Side’s favorite tastemaker and all-around creative, Vashtie Kola, partners up for a second time in an evolution of her previous line. The Puma x Vashtie collection includes two hero silhouettes, the R698 and the States Mid. The former has been reinvented with an otherworldly liquid gold effect, while the States has an injection of Vashtie’s subtle chic lining the shoe’s classic design. Inspired by the streets and soccer wear, Puma believes that Kola’s exciting creation “provides an edgy ‘sports luxe’ range reflective of her own unique style.”
Photo: Puma
Rihanna’s balance is pure R&B and ferocity, as you can see in the fresh campaign image above.
As you’ll recall that Rihanna and Puma agreed to link up back in December and she’d design and customize classic Puma styles. With no word from the company whether she had anything to do with the design of the black Pulse XT sneakers she wears in the ad, they look comfortable and fluid on her feet. The second Puma x Vashtie collection features its own inventive look with the basketball short through a high-rise waist and all-over print leggings.
Photo: PUMA
The chic athleisure wear trend is growing as Rihanna and Vashtie join fellow brand ambassadors Meek Mill and the aforementioned Usain Bolt in Puma’s “Forever Faster” campaign. The tagline is very fitting given the career of these individuals involved, as “Calling All Troublemakers” seems appropriate for this growing bad girls club. Vashtie’s collection will be released courtesy of premium global retailers such as KITH NY, Concept Cambridge, and BAIT LA, while all of Rihanna’s certified shoes and looks can be purchased here.
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