Embracing a bold new norm, PUMA and Noah proudly present the first installment of their multi-seasonal collaboration. Drawing inspiration from the early fusion of sport and style in the 1970s, this first release centers around the iconic PUMA Star silhouette, which Noah is reintroducing for the very first time.
SPORTSWEAR
Under the direction of Brian Billow and with the captivating photography of Francesco Nazardo, the lively and whimsical visuals depict a mischievous scenario. The narrative revolves around a would-be streaker who unexpectedly finds himself fully clothed amidst a crowd of nude spectators. His untimely interruption occurs during a pivotal moment in the comeback of a tennis superstar, resulting in a hilarious and dramatic tennis tantrum.
The collection’s centerpiece is Noah’s premium leather interpretation of the PUMA Star, available in a limited edition. The Star pays homage to the timeless 1970 PUMA Wimbledon design, a classic court shoe that reflects PUMA’s storied legacy and influence in the realm of tennis.
“Noah are true masters of the craft when it comes to reinterpreting classics. Working with the team to reimagine pieces from PUMA’s sporting archive has been a rare opportunity to create something fresh, a real creative synergy between the two brands – the same can be said for the campaign.”
– said Alexandra Weiland, Senior Head of Marketing, PUMA Sportstyle.
Moving away from the hyper-technical garments of today, the accompanying apparel embraces Noah’s distinctive East Coast sports-prep aesthetic. Notable pieces include the cotton twill painter cap and velour vest, showcasing the brand’s signature style. The collection also features two recycled French Terry crew sweaters, featuring a rugby-style collar and an adjustable drawstring waist for added versatility.
Throughout the collection, Super PUMA graphics, prominently displayed on the Raglan Longsleeve’s chest, inject a nostalgic and playful element into the collaboration.
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“We would like people to smile and remember that clothing and footwear choices should be fun.”
– said Noah co-founder, Brendon Babenzien.
Blending style with artistic expression, the debut collection of PUMA x Noah brings forth a fusion of fashion and creativity. Starting from July 1, 2023, the season one collection can be accessed through noahny.com, as well as select retailers, offering fashion enthusiasts the opportunity to elevate their wardrobe with this unique collaboration.
In celebration of the collaboration’s launch, Noah is organizing a special event at their flagship store in SoHo. Attendees will have an exciting opportunity to engage in a friendly competition against professional ping pong player Wally Green. Notably, Green will be utilizing the PUMA x Noah Star sneaker as his paddle, adding a unique twist to the game. Participants will have the chance to win an exclusive limited edition pair of the PUMA x Noah Star, specifically reserved for friends and family.
Mark your calendars for the thrilling “Beat the Star” in-store event by PUMA x Noah, scheduled to take place on June 29, 2023. Head over to 195 Mulberry St in New York for an exciting experience you won’t want to miss.
