The debut PUMA x AMI wardrobe is inspired by a new era of achievement - one that doesn't conform to a specific gender, individual, or appearance. One that challenges our current views, where it isn't about the accolades of oneself, but about being grateful for the crew that one surrounds themselves with, their chosen family.
With minimalistic branding, a mix of neutral and bold colours, and premium materials, the collection elevates sportswear. 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 collection.
Romeo Beckham and Mia Regan are featured in the global launch campaign, shot by photographer Eddie Wrey. "What I love 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," said Mattiussi when asked why the brands selected the couple as forerunners for their debut campaign with PUMA.
The collection includes some of PUMA's classic footwear silhouettes featuring classics like the Slipstream Lo, Suede Crepe, and the newly released Suede Mayu. The apparel includes t-shirts, polos, jackets, hoodies, shorts, crews, pants, and bras that mix and match perfectly to build a full wardrobe. But the collection wouldn't be complete without accessories - bucket hat, curve caps, shoulder bags, and a grip bag.