Puma partnered with Alexandre Matiussi’s Parisian firm, AMI to release an innovative sportswear collection and appointed Romeo Beckham and Mia Regan to star in the campaign.
This capsule collection aims to link the sports codes of Puma with the exquisite tailoring of Ami, diving into a minimalist approach, with a mix of neutral and vibrant colors, and premium materials. The capsule is described as “an ode to the happiness that the people around us bring us” and “a timeless and elevated classic sportswear collection for today’s consumer.”
The collection includes some of the classic footwear styles from Puma including the newly released Suede Mayu along with t-shirts, jackets, hoodies, pants, and bras that mix and match perfectly. It also includes various accessories like a bucket hat, curve caps, shoulder bags, and a grip bag.
Adam Petrick, Global Director of Marketing for the sports brand stated “We are exceptionally pleased to be able to partner with a creative mind in Alexandre that truly understands the elevation of classic sportswear silhouettes, as well as the creation of community through a positive message.”
Across the pieces of the collection we can see a graphic merge between the parisian house signature, named “AMI de Coeur” and the PUMA logo. “I’m very proud of the way we mixed the logos together, I think that the result is very impactful.” says Alexandre Mattiussi, seeing the result as a mutual gift between the brands. He added: “This is something that we share, this is what we call friendship. It is a very honest collaboration, not trying too hard, not pretentious”.
Eddie Wrey was in charge of photographing Romeo Beckham and girlfriend Mia Regan, both 19, at the center of the campaign for the debut collaboration between the brands. In December, it was revealed that Romeo, 19, had signed a long-term deal with the sports brand as he was preparing for a second season as a striker for the Florida soccer team Fort Lauderdale.
Romeo has not only followed his father’s footsteps into sport, he also seems to have inherited the eye for fashion from his mother, the Spice Girl, now a luxury fashion designer. We’ve already seen him becoming an indispensable guest at the runways of some of the most iconic firms in the world, and now comfortably modeling in front of the cameras.
“What I love the most about them is their energy and their individual style. That and they are clearly in love. Romeo and Mia embody very well the spirit of the collection,” said Mattiussi about the young couple.
The collection will be available globally March 19th, on amiparis.com, PUMA.com, and their physical stores.
