Puma’s history is long and varied, started by the two Dussler brothers from Bavaria who, after World War 2, fought to the extent that they split off and founded two companies.
Whilst Puma have always had a strong presence in women’s sportswear, it’s in recent years that they have truly made history with the signing of Rihanna as their Creative Director, and her hands on approach has made waves, with her 2014 Puma Creeper rehashing the classic 1968 silhouette for a new female audience. The Creeper sold out in several colourways, with even some men wanting to get their hands on it, and was a massive success. Her new shoe, the Fenty, seems set to make equal waves, and the recent addition of Kylie Jenner – despite Kanye’s Twitter proclamation that the Kardashian West crew would never rep anything other than Adidas – looks to continue that success (for the record, in an unprecedented move, Puma gave Kylie permission to keep repping the Yeezy; it apparently took Kanye West to heal a breach between the two opposing brands). The Puma x Fenty sportswear collection also looks set to shift units; a little bit goth, a little bit athletic, and very, very Rihanna (although we’re not sold on the idea of thigh high sneakers to be honest).
Another thing deeply appreciated by women sneakerheads is Puma’s dedication to making their collabs available in ladies sizes as well as men’s; Puma x Alife’s footwear capsules stand out as a great example of what can be done to create exciting, unisex shoes that appeal tosneakerheads of all kinds. We’re looking forward to seeing what else Puma come up with for the ladies in 2016.