In a bold move that challenges the norm, PUMA and Noah have joined forces to introduce their exciting multi-seasonal collaboration, embracing a new era where being unclothed is the fashionable trend.
Drawing inspiration from the dynamic fusion of sports and style in the 1970s, the initial release revolves around the revival of the iconic PUMA Star silhouette, which Noah proudly reintroduces to the world for the first time.
PUMA x Noah: Winning Streak from Noah Clothing on Vimeo.
The collection’s centrepiece is Noah’s exquisite rendition of the PUMA Star, crafted from premium leather and available in limited quantities.
This exclusive release pays homage to the 1970 PUMA Wimbledon, a timeless tennis-inspired design that reflects PUMA’s influence and reputation in the sport.
Stepping away from the ultra-technical garments dominating today’s fashion landscape, the accompanying apparel embodies Noah’s signature East Coast sports-prep aesthetic.
Notable pieces include the cotton twill painter cap and velour vest, showcasing Noah’s unique style. The collection features two crew sweaters made from recycled French Terry, featuring a rugby-style collar with an adjustable drawstring waist.
Adding a touch of playful nostalgia to the partnership, the Raglan Longsleeve prominently displays the Super PUMA graphics on the chest.
Alexandra Weiland, Senior Head of Marketing for PUMA Sportstyle, expressed admiration for Noah’s expertise in reinventing classics, stating, “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.”
The campaign, directed by Brian Billow and captured by Francesco Nazardo, captivates viewers with its playful and irreverent visuals.
The storyline revolves around a cheeky individual who, unexpectedly clothed, finds himself amidst a crowd of nudists, creating a chaotic disruption during a crucial moment in the comeback of a tennis superstar, leading to a hilarious tennis tantrum.
Brendon Babenzien, co-founder of Noah, shares the aim of bringing joy to people’s lives through clothing and footwear choices, stating, “We would like people to smile and remember that clothing and footwear choices should be fun.”
The PUMA x Noah season one collection, an elevated fusion of style and artistry, will be available for purchase from July 1, 2023, on noahny.com and selected retailers.
To celebrate the launch, Noah will host a special event at its flagship store in SoHo. Attendees will have the unique opportunity to compete against professional ping pong player Wally Green, who will use the PUMA x Noah Star sneaker as his paddle.
The victorious participants will have a chance to win a coveted limited edition friends-and-family pair of the PUMA x Noah Star.