Benjamin Li
Aug 9, 2012

Puma teams up with Mini for co-branded apparel

GLOBAL - German sports lifestyle brand Puma has signed a two-year licensing partnership with car brand Mini and will introduce a Mini by Puma collection this September.

Puma teams up with Mini for co-branded apparel

The fuses two fun-loving brands, each with a unique and distinct voice, according to the companies, and will combine Mini's knack for maximising deceitfully small spaces with Puma's fashionable styles, versatile technology and colourful linings. The collection will include footwear, outdoor jackets and travel bags targeting young and trend-conscious male consumers.

A Puma spokesperson told Campaign Asia-Pacific that the styling and design of the collection will balance the aestheic of both brands while offering classic design solutions with quirky twists. The quintessential British-theme in the collection is highlighted with cultural motifs like the Union Jack flag and Mini Bulldog brand logo.

“Puma has a history of fun and quirky partnerships," said Antonio Bertone, Puma’s chief marketing officer. "Puma is known for its fusion of lifestyle and sport performance, which resonates well with the Mini brand. Both brands speak to the person looking for minimal and sporty styling with fashionable functionality." 

The new marketing campaign materials were all created internally in close collaboration with Mini, and shot by British photographer Ben Cook in London's Nottinghill, together with stylist Barry Kamen.

The global campaign, including above-the-line, digital, OOH, PR, and retail will kick off in September. Key markets in Asia-Pacific include Korea, China and Taiwan.

For more than 10 years Puma has had a strong presence in the world of motorsport, with brands like Ferrari, BMW and Mercedes-Benz. PUMA has been designing and creating footwear and apparel for top teams and drivers since 1999.  

Puma’s spokesperson said this initial collection does not include cars. Puma's competitor Adidas created a line with iconic Italian scooter brand Vespa in 2009.

Puma also has ongoing collaborations with Alexander McQueen, Hussein Chalayan and Yasuhiro Mihara.

Campaign Asia

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