As seen on Unboxed Issue 62. The Unboxed newsletter covers the most important stories of the week across sneakers, sports, and fashion straight to your inbox on Mondays.
While we give brands their props for catering to the women’s consumer, PUMA tends to fly under the radar. They’ve partnered with some of the biggest names in pop culture in recent years (Kylie Jenner, Bella Hadid, Selena Gomez… and my personal GOAT: Rihanna).
This year I think they’re starting to gain momentum – to name some top stories we’ve covered this year: Breanna Stewart Getting a Signature Shoe, PUMA’s first ever Women’s Basketball Collection designed by June Ambrose, and Dua Lipa’s upcoming collection.
The footwear offering could definitely use some help but I wouldn’t count PUMA out especially with Ambrose as their new Creative Director. The “High Drop” basketball collection she designed is a step towards growing their consumer base within the more traditional “sneakerhead” demo, and as sneakers continue to appeal to the masses, this opportunity widens. I’m already noticing that the mainstream women’s sneaker consumer is gaining some equilibrium as people diversify their brand collections outside of the popular Nike and Jordan offerings. Looking forward to more PUMA in 2022!
PUMA has slowly been chipping away at the women’s market, and they are starting to see the fruits of their labor. Last year, they named June Ambrose the Creative Director of the brand, and signed music artist Dua Lipa to a multi-year contract, and, in recent weeks, we saw both collections.
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