PUMA presented a captivating show called FUTROGRADE as part of New York Fashion Week

^{photo: courtesy of PUMA}

The Black Station show included exclusive NFT’s (tokens) with limited edition virtual sneakers that can be exchanged for physical ones. A digital experience of the show is available on the brand’s website. PUMA conceived the Black Station as an exciting interactive place where you can experience the future of the brand. In the form of a clean and constantly evolving 3D canvas, Black Station is a dynamic destination to visit. It connects consumers with various web3 activations that will be created over the next year and in the years to come.

FUTROGRADE, a physical show, featured select outfits – both from the current and upcoming seasons, including custom pieces selected by PUMA Curator and Creative Director June Ambrose. The show, which took place on the threshold of the 75th anniversary of the founding of the PUMA brand, also underlined its spirit in the form of the claim Forever Faster, which symbolizes the connection of the history and heritage of the brand with innovation in the field of design and sports performance.

The collection includes five different lines: “Downtown” – premium PUMA streetwear with a focus on sustainability, “Luxury Sports” – sophisticated re-design of streetwear clothing in oversize cuts with newly interpreted branding and unexpected elements, “Player’s Lounge” – a new concept of football aesthetics, celebrating fan style and authentic, high-quality materials, “PUMA Tech” – a technical streetwear collection made in a sustainable way with visible functionality and aesthetics in tech style and “Uptown” – a range of products that use premium materials to create a refined streetwear look.

The show was immediately followed by an after-party hosted by Richie Akiva. And last but not least, the collaborations that took part in this creation should also be mentioned.

^{photo: courtesy of PUMA}

AC Milan: PUMA’s collaboration with AC Milan goes back to the roots of its heritage and celebrates the Paninari subculture. The collection is inspired by the groups of young people who frequented the Paninari cafe in Milan. They wore trendy brands and started their movement. The pieces from the collection celebrate this group of streetwear enthusiasts. Premium woven labels and patches with a story, including embroidered details, stand out.

Dapper Dan: the PUMA x Dapper Dan collection is inspired by the idea of ​​a catwalk before a show. It combines PUMA’s athletic heritage with Dapper Dan’s exquisite craftsmanship to create a luxurious upcycled aesthetic, complete with knits, tailored cuts, and all in a bold color palette.

June Ambrose: in June Ambrose and PUMA’s first co-branded collection, entitled “Keeping Score”, the main theme is a reflection that addresses the question: How do we as a community of women keep score – for ourselves / for others?

cooks: PUMA’s first collaboration with Parisian fashion brand Koché is a celebration of women. Design-wise, it straddles the border between fashion, femininity and fitness style, thanks to silhouettes that blur the boundaries between active and passive lifestyles.

MMQ: “Macht’s mit Qualität”. Translated from German, it means “quality made” and represents the best of PUMA’s designs and materials.

Palomo: the first-ever collaboration between PUMA and Spanish company PALOMO, this collection is built on a gender-neutral approach that gives PUMA silhouettes an avant-garde edge, featuring a 70s-inspired color palette and graphic details.

PAM: the first collection created to engage consumers in a meaningful, stimulating and exciting experience. The collection blurs the lines between sport/activity, hobby, virtual/real, urban/outdoor, object/function and so on.

^{photo: courtesy of PUMA}

The show featured many celebrities, some of whom are PUMA brand ambassadors. We could see, for example, Abby Steiner, Aditi Shaw, Alabama Barker, Alex Toussaint, Alton Mason, Brooklyn Beckham, Cindy Bruna, Dapper Dan, Delilah Belle, Dixie D’Amelio, Duckie Thot, Elaine Thompson-Herah, Emma Brooks McCallister, Jodie Woods , Joey Badass, Kyle Kuzma, Lauren London, Missy Elliot, Olivia Amato, Olivia Palermo, Olivia Ponton, Olivia Holt, Remi Bader, Richie Akiva, RJ Barret, Rickey Thompson, Skepta, Smino, Scoot Henderson, Tezza, Quavo, Usain Bolt , Winnie Harlow, Young Emperors, Yaroslava Mahuchikh, 24KGOLDEN. Neymar da Silva Santos Jr. and Skylar Diggins Smith were scanned into 3D before the show and appeared digitally on LED screens lining the catwalk.