PUMA set a bold new trend last year with the Mayze, an edgy sneaker for women with a stacked platform style, which was introduced by our ambassador and global popstar Dua Lipa in her first ever campaign for the brand. The Mayze resonated very well with our female consumers and was one of several successful new products our Sportstyle business created in 2021.
Dua was also the ambassador for the Suede Mayu, a chic take on the classic PUMA Suede, and launched her first small collection for the brand. Called ”flutur”, the Albanian word for butterfly, the collection featured her signature butterfly-shaped logo and was the first hint at further collaborations in 2022.
In the Men’s space, football superstar Neymar Jr. supported the release of the Wild Rider, the most futuristic-looking version of PUMA’s Rider franchise to date. Later in 2021, he also co-created his first ever lifestyle collection, which featured graphics that were inspired by his career and his origins in Brazil.
Our Mirage Sport and Mirage Tech took design inspiration from the world of DJs and electronic dance music. Who better to support that campaign than French music producer DJ Snake?
Our MMQ line took PUMA’s best-known products and gave them a sophisticated makeover with high quality materials. Another classic sneaker from the PUMA Archive, the Slipstream, returned in a range of premium designs, with many more set to follow in 2022.
We also launched SELECT collections throughout the year with hand-picked partners such as LVMH Karl Lagerfeld prize winner KidSuper Studios, iconic London department store Liberty, skate label Butter Goods, as well as with the independent Paris fashion house Maison Kitsuné.
Other partners with whom we created sought-after collections in 2021 included the Animal Crossing™ - New Horizons video game, made by Japanese company Nintendo, the Goldbear brand Haribo, classic comic strip Peanuts, and many more.
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