Puma recently launched its first-ever storytelling and product development platform led by a team of Black designers called We are Legends.
The brand in their press release said that the collection is Puma’s way to pay respect to the Black creatives’ innovative and groundbreaking impact on cultural progression, globally, and they hope to empower and magnify the voices of “our legends” in the Black community.
Puma’s Footwear merchandising manager and head of B-Bold employee resource group, Ariel Weeks explained the intention behind the platform,
“Often when we celebrate Black culture, we look to the past. However, our collective wanted to help change this narrative by empowering people to speak up in their most authentic voices now, to create their own legacy that will be legendary.”
Puma for Representation
The sportswear brand intends to drive and boost black representation in the community of design and development and is using the “We Are Legends” platform as a tool to do so.
Operated and led by a team of black designers, the platform helps celebrate the black culture in the present and not “ just the richness of its past history.”
The brand believes that a true representation of the black community would mean focusing on both the past and present and thus building the foundation of the future.
Puma also aims to use the platform to communicate authentic stories from the community to the world and at the same time promote the future next generation of black designers.
The brand hopes to put the limelight on the beauty that cultural diversity brings with it and thus raise awareness about black culture amongst the masses. Puma believes that this education process would help provide more and more access to roles in the industry.
Head of diversity, equity, and inclusion at Puma North America, Michelle Marshall expressed that he was extremely proud to be able to get this historical opportunity and be part of a team of black designers that were driven to be the change they want to see.
Puma’s First Collection on the Platform
The first ever collection on the platform takes inspiration from the high school tradition of ‘Homecoming’ and is affectionately named the ‘The Yard.’
Homecoming is the age-old tradition of high schools and colleges in the United States of welcoming back and celebrating former alumni.
Designs in the collection have been inspired by styles worn by HBCU (historically black colleges and universities) students both in the past and in current times.
Puma has attempted to pay homage to the black culture’s historical contribution to the American style.
The collection will feature clothes in a large variety of hues, from a bright palette of brown to purple and orange.
The collection will have womenswear as well as menswear and will also have classic Puma items, such as the suede sneakers but redesigned with a more contemporary shape and style.
‘The Yard’ will be available from October 1 onwards worldwide on the Puma app and at the brand’s New York flagship.
The collection will be available on Puma’s e-shop and at selected retailers around the world from 3rd October onwards.
