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Puma becomes official partner of Premier League, succeeding Nike

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German sports apparel and footwear giant Puma has signed an official agreement with the Premier League, succeeding Nike in several key areas in the most-watched football league globally.

Puma x Premier League Partnership – Puma

 
The deal is part of Puma’s “strategy to elevate the brand and strengthen its sports performance credibility,” the company said in a release.

This landmark collaboration will see Puma become the official ball supplier of the Premier League, providing all match balls at all league matches from the start of the 2025/26 season in August.

Through this partnership, Puma will also support the Premier League across multiple initiatives, from community-based football programs that nurture grassroots talent to high-impact marketing campaigns and events such as the Premier League Summer Series, which will be hosted in the United States in July.

“The agreement with the Premier League, the most-watched football league in the world, is an important step in Puma’s brand elevation strategy,” said Puma CEO Arne Freundt.

“We look forward to bringing our performance technology to the forefront of the game and connecting with the many fans worldwide. With Puma’s ball at the center of attention during every match in this incredible league, we will create unforgettable moments for players and fans alike,” Freundt added.

Before Puma, the official Premier League match ball supplier had been its American rival, Nike.

Puma already holds a significant presence in the Premier League through its official partnership with Manchester City, the league’s titleholders, though currently lagging in fifth place behind league leaders Liverpool.

In addition, several top Premier League players, including Jack Grealish (Manchester City), Kai Havertz (Arsenal), James Maddison (Tottenham Hotspur), Harry Maguire (Manchester United), Jordan Pickford (Everton), and Marc Cucurella (Chelsea), are part of Puma’s roster of elite athletes. Moreover, its Puma FG, with its Formstrip side, worn by the great Diego Maradona, is possibly the most iconic football boot of all time.

Richard Masters, chief executive of the Premier League, said: “We are delighted to be welcoming Puma as the official ball supplier of the Premier League. Puma has a proud history of involvement in football over many years, and we look forward to seeing the new ball used at all our matches from this summer onwards.”

“Their global reach and commitment to excellence align with our values, and we are excited to work together on a range of projects to drive forward the incredible work taking place in communities and inspire fans worldwide,” Masters added.

Founded in 1948 by Rudolf Dassler in Herzogenaurach, Germany, Puma distributes its products in over 120 countries. It boasts close to €9 billion in annual turnover and employs about 20,000 people.

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Santoni unveils new flagship boutique on Madison Avenue

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Italian luxury footwear and accessories brand Santoni has opened a new flagship boutique at 667 Madison Avenue in New York City. 

Santoni unveils new flagship boutique on Madison Avenue. – Santoni

Designed by architect and designer Patricia Urquiola, the boutique spans approximately 350 square meters and embodies an architectural concept inspired by the Chrysler Building’s iconic geometric shapes. It is characterized by a warm color palette featuring shades of orange, terracotta and rose with champagne brass details.

Spanning two levels, the boutique presents an airy ground floor with a six-meter-high backlit metal grid ceiling. Three-dimensional paneled walls contribute to a cohesive visual rhythm, while fine Italian marble including onyx and travertine complete consoles, shelves, and partitions. Footwear, small leather goods, and accessories are displayed alongside plush sofas and armchairs.

The lower level was designed to feel like an intimate lounge enveloped in the warm glow of mirrors, and houses the Bespoke Santoni area. Lastly, a dedicated artisanal workshop features a long Rosso Verona marble workbench where shoemakers repair, polish, and resole footwear.

“Opening our new flagship in New York, right on our 50th anniversary, is an extraordinary milestone. It was here, in 1997, that we opened our first boutique, marking the beginning of a story of innovation and growth,” said Santonit, president Giuseppe Santoni.

“Today, our journey extends far beyond men’s footwear, strongly embracing the women’s and accessories segments. An evolution that made a larger space necessary, one capable of embodying our vision and offering the customer not just a place to shop, but a true experience, an authentic encounter with our universe.” 

The store opens with an exclusive capsule collection featuring men’s and women’s accessories. The capsule reimagines signature designs such as the Carter wholecut, the Vanguard briefcase, the Marta slingback, and a classic belt.

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Janie and Jack launch limited-edition children’s collection with Serena Williams

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Children’s fashion brand Janie and Jack has teamed up with professional athlete, entrepreneur, and mom, Serena Williams, to launch a limited-edition spring collection. 

Janie and Jack launch limited-edition children’s collection with Serena Williams. – Janie and Jack

Marking her debut in children’s fashion, the Serena Williams x Janie and Jack collection is inspired by Williams love for family and the special bond she shares with her daughters. 

The collection, designed for children up to 12 years old, features resort-ready apparel, swimwear, and accessories. It is characterized by vacation-ready prints, vibrant hues, and silhouettes reminiscent of Williams childhood. Highlights include two exclusive mommy-and-me styles and a reimagined version of her iconic childhood tennis outfit.

“As a longtime fan of Janie and Jack, I’m thrilled to bring this collection to life alongside my girls,” said Williams. “Every piece is designed to celebrate family, style, and the special moments we share together. I poured so much love into this collection and can’t wait for families everywhere to experience it.”

The collection launches with a campaign starring Williams and her daughters. It is priced from $18.50 to $175 and is now available online and in Janie and Jack stores nationwide.

“Serena has been our dream partner since the moment she became a mother. We were so excited when we first saw her dress Olympia in Janie and Jack at Wimbledon,” said Parnell Eagle, president and chief commercial officer, Janie and Jack. 

“Her vision and creativity brought a fresh perspective to every design, resulting in a collection that exudes her iconic style and celebrates family bonds. It’s been a privilege to work alongside Serena, and we’re excited to offer families timeless pieces that inspire connection and special moments together.”

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Coach extends fragrance licensing deal with Interparfums

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Interparfums SA and Coach announced they are renewing their exclusive worldwide licensing agreement for creation, manufacturing and distribution of the U.S. luxury brand’s fragrances until 2031.

Coach

The duo said that two newly created perfumes will be launched in 2025, as a result of the continued partnership.

“In less than ten years, we have succeeded in building a legitimate and coherent fragrance offering based on a high-quality brand name recognised for both its image and its products,” said Philippe Benacin, chairman and CEO of Interparfums SA. 

“We are extremely ambitious and confident in the brand’s continuing growth in the short, medium and long-term, especially driven by its gender complementarity, with equal popularity for men’s and women’s fragrances.”

Coach, owned by New York-based company Tapestry, first partnered with Interparfums back in 2015 for its fragrance line, expanding beyond its leathergoods.

Sales of Coach fragrances have surged from just ​€10 million in 2015, to some ​€190 million in 2024.

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