In 2020, PUMA’s Sportstyle category continued to ride on the success of the futro style, taking designs from the ‘80s and giving them futuristic elements. One such example was the Rider franchise, a style pulled from PUMA’s running archives and updated with a modern streetwear twist.
The Rider family grew significantly in 2020 due to the release of a variety of Style Rider and Future Rider packs and colors, as well as the debut of two women's specific styles, the Mile Rider and the Cruise Rider.
The PUMA family was joined by new members such as fashion rebel Winnie Harlow and global pop superstar Dua Lipa to support the company’s women’s business. Both of them brought their passion and drive to the table, sharing their point of view to create better products and campaigns for today’s female consumers.
Despite the Olympics being postponed, PUMA still found a way to showcase sport’s power to unite the world through the Unity Collection, which was launched in July. As part of the collection, PUMA committed to donate a total of $100,000 to the U.N. COVID-19 Solidarity Response Fund.
PUMA Sportstyle continues to take inspiration from the brand’s past and rich sports heritage. Like the Rider, the Mirage was also revived in its OG style, then given a new perspective with a futro-inspired design for the Mirage Mox, a more updated and techy style. The debut of the Kyron launched a new franchise known as the Fashion Rebels, styles that take inspiration from PUMA’s archive shoes infused with high fashion elements, resulting in trendy new silhouettes. The Cali family also continued to grow and change, taking the classic style and adding height through the Cali Wedge and giving a chunkier look with the Cali Sport.
A selection of PUMA’s most iconic silhouettes from the track, the court, and the streets were brought back from the PUMA archive and revamped for the Rudolf Dassler Legacy collection. The shoes included lifestyle versions of icons like the Oslo City, Mirage, and Roma - crafted with premium leathers. The classics themselves continued to live on and drive heat through fan favorites like the Ralph Sampson, and PUMA’s most iconic shoe, the Suede.
In 2020, PUMA SELECT worked with several streetwear and fashion partners, featuring collections with The Hundreds, RHUDE, Tabitha Simmons, Charlotte Olympia, ATTÈMPT, and more.
Working to combine the energy and unbridled passion of football with the creativity and innovation of art, PUMA partnered with today’s most sought-after creative artist collective, KidSuper Studios. The debut collaboration was inspired by PUMA’s football heritage and KidSuper founder and designer Colm Dillane’s past as a football player. To accompany the release, both brands partnered to create an animated series called ‘SCRAM!’, which highlights the pieces from the collection.
A variety of kids’ collections were released in 2020, most notably the TIME4CHANGE collection, made using organic cotton materials and aiming to raise awareness of the dangers of a warming climate.
PUMA teamed up with the London-based design school Central Saint Martins to explore more sustainable technologies in textile manufacturing, the result of which could be seen in two collections. By using undyed or dope-dyed textiles, digital printing, recycled meshes, and chrome-free leather, they were able to reduce the water used to create the collection, and its environmental impact. Digitally sampled campaign images also added a unique way to reduce waste.
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