PUMA FUTROGRADE Takes Over New York Fashion Week With Futuristic Runway Show
New York, 13 September 2022 – PUMA presented FUTROGRADE, an immersive runway show during New York Fashion Week that showcased the past, present and future of the brand.
PUMA launched a parallel metaverse fashion show experience called Black Station, which included exclusive NFTs with limited-edition redeemable physical sneakers. The digital show experience was made available at Blackstation.puma.com. PUMA’s Black Station was imagined as an immersive and interactive place to experience the future of the brand.
As a blank and ever-evolving 3D canvas, Black Station became a dynamic destination connecting consumers with various Web3 activations emerging over the following year and beyond.
FUTROGRADE, the physical show, showcased a selection of looks from both current and upcoming seasons, as well as custom pieces curated by PUMA Designer and Creative Director, June Ambrose.
On the doorstep of its 75th anniversary, the show highlighted PUMA’s Forever Faster spirit by fusing history and heritage with innovation in design and sport performance.
An afterparty hosted by Richie Akiva followed directly after the show at the venue.
COLLECTIONS INCLUDED
Downtown
PUMA’s premium execution streetwear collection focused on sustainability.
Luxe Sport
A sophisticated reinvention of streetwear featuring exaggerated dimensions, reinterpreted branding and unexpected elements.
Player’s Lounge
A reimagining of football aesthetics celebrating fan styling and authentic, elevated materials.
PUMA Tech
A technical streetwear collection made sustainably with visible functionality and a tech-inspired aesthetic.
Uptown
A range of products utilizing premium fabrics and executions to create a curated streetwear look.
COLLABORATIONS INCLUDED
AC Milan
PUMA’s collaboration with AC Milan reached back to heritage roots to celebrate the Paninari subculture. The collection featured premium woven labels, storytelling patches and embroidered detailing inspired by the iconic Milanese youth movement.
Dapper Dan
Inspired by the idea of a pre-game runway, PUMA x Dapper Dan combined PUMA’s sport heritage with Dapper Dan’s luxury craftsmanship to create an elevated upcycled aesthetic.
June Ambrose
The first co-branded collection by June Ambrose and PUMA titled Keeping Score explored reflection and how women support and uplift one another.
Koche
PUMA’s first collaboration with Paris-based label Koché celebrated women at the intersection of fashion, fitness and femininity with silhouettes blending performance and lifestyle.
MMQ
“Macht’s mit Qualität,” translated as “Made with Quality,” represented the finest in PUMA’s designs and materials.
Palomo
A first-ever collaboration between PUMA and PALOMO SPAIN featuring a genderless approach with avant-garde styling, a 70s-inspired colour palette and bold graphic design details.
PAM
A collection designed to blur the lines between sports and activity, hobby and lifestyle, virtual and physical, urban and outdoor experiences.
TALENTS INCLUDED
Abby Steiner, Aditi Shaw, Alabama Barker, Alex Toussaint, Alton Mason, Brooklyn Beckham, Cindy Bruna, Dapper Dan, Delilah Belle, Dixie D’Amelio, Duckie Thot, Elaine Thompson-Herah, Emma Brooks McCallister, Jodie Woods, Joey Badass, Kyle Kuzma, Lauren London, Missy Elliott, Olivia Amato, Olivia Palermo, Olivia Ponton, Olivia Holt, Remi Bader, Richie Akiva, RJ Barrett, Rickey Thompson, Skepta, Smino, Scoot Henderson, Tezza, Quavo, Usain Bolt, Winnie Harlow, Young Emperors, Yaroslava Mahuchikh and 24kGoldn.
Neymar da Silva Santos Jr. and Skylar Diggins Smith were 3D scanned prior to the show and appeared digitally on LED screens flanking the runway.
