The German company PUMA has returned to Fashion Week 2022 with famed stylist June Ambrose (who was named designer and creative director last year) running the show at Cipriani’s in New York, the Futrograde show. Among PUMA’s re-imagining of old and new street wear there was also the collaboration capsule’s like Dapper Dan. Dan’s convergence of high fashion and sportswear, which Dapper Dan said: “the best thing that could’ve happened to fashion.”
“It’s just an incredibly important moment for us for so many different reasons,” said Adam Petrick, chief brand officer of Puma. “Returning to fashion week for the first time in several years is significant because we knew we needed the right combination of factors to be present. With an emphasis on digital, a great lineup of ambassadors and an amazing creative partner in June Ambrose, the foundation and creativity for a great show are there.”
The end of July 2022 PUMA’s second quarter sales earning jumped 18.4 percent, more than 2 Billion Euros.
Chief brand officer Adam Petrick said: “So we’re going to look at our values and core principles, which is sports first. Sports never goes away. It’s something humans love and need, whether it’s the competition or the fitness or just the general health aspects. It’s absolutely not recession-proof, but it’s certainly something that we can count on as continuing to be interesting to our consumer.”
The German brand also launched a parallel Metaverse fashion show experience called Black Station that has exclusive NFTs which are redeemable for a limited-edition physical sneakers. Black Station connects consumers with various web3 activations slated to emerge over the coming years.