PUMA AND NOAH DARE TO UNBARE WITH OFFICIAL ANNOUNCEMENT OF NEW COLLABORATION
Unclothed is the new status quo, as PUMA and Noah unveil the first part of their multi-seasonal collaboration. Inspired by the earliest intersections of sport and style in the 1970s, this first drop is built around the PUMA Star, a silhouette that Noah is proud to bring back for the first time.
The focus of the collection is Noah’s premium leather take on the PUMA Star, which will be available for the first time in a limited release. The Star is a re-issue of the 1970 PUMA Wimbledon, a classic court style that evokes PUMA’s influence and credibility in the world of tennis.
A departure from the ultra-technical clothing of today, the accompanying apparel leans heavily toward Noah’s signature East Coast sports-prep aesthetic, which is best represented through items like the cotton twill painter cap and velour vest. Two crew sweaters are made from recycled French Terry, featuring a rugby-style collar with an adjustable drawstring waist. Featured throughout the collection, but best seen on the chest on the Raglan Longsleeve, Super PUMA graphics bring a sense of nostalgic fun to the partnership.
“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.
Directed by Brian Billow and photographed by Francesco Nazardo, the playful and irreverent visuals follow a would-be streaker who finds himself clothed in front of a nude audience, as he interrupts a crucial moment in the comeback of a tennis superstar, causing a full-on tennis tantrum.
“We would like people to smile and remember that clothing and footwear choices should be fun”Noah co-founder, Brendon Babenzien