PUMA AND PLEASURES OFFICIALLY ANNOUNCE THEIR PARTNERSHIP WITH THE OVERDYED VELOPHASIS

Cape Town, South Africa; 6 June 2023 – PUMA’s new partnership with PLEASURES is set in
motion with a silhouette that channels the visual codes of Y2K culture, the Velophasis. The
collaboration endeavours to blend PLEASURES’ understanding of music subcultural codes with
the very latest from PUMA’s retrofuturistic footwear offerings.

The Velophasis first arrived in January featuring an overstated shape that is wrapped with a
mixture of technical and performance materials. Now the sneaker is redone with a characteristic
customized feel, in the way of a full purple overdyeing process applied by PLEASURES. The
colour treatment fastens to the shoe’s sole in a unique way, giving the shoe a pre-worn look.
“We are excited to work with PLEASURES, and to share and mix each of our perspectives and
points of view. We love PLEASURES’ ability to bring in varied references and touchpoints. With
this new collaboration, the Velophasis gets a completely fresh look and feel with this DIY-
inspired overdyeing effect,” said Sarah Mayer, Head of Product Line Management, PUMA
Sportstyle.

The overdyeing envelops the shoe, from the laces to the sole, giving the collaboration a DIY
feel. This new take on the Velophasis also features a translucent cage tinted in purple, which is
stamped with the PLEASURES logo in black.

“This is the start of a beautiful relationship. PUMA has such cool history, we can't wait to bring
the PLEASURES aesthetic into a new world,” said Alex James, Co-Founder and Director of
PLEASURES.

The PUMA x PLEASURES Overdyed Velophasis is available from 24 June 2023, from
PUMA.com, Al Capone and Shelflife. Some days earlier, on June 21 st , a pre-sale of the
sneakers will happen at the PLEASURES showroom during Paris Fashion Week, more
information to be confirmed in the upcoming days via @pumasportstyle and @pleasures. Price
R3599.

This is just the beginning for PUMA x PLEASURES, more to come in 2023.