 |
Off Shore Race Jacket from the A/W 08 Performance collection |
GERMANY. German sports lifestyle company Puma has launched a sailing range to celebrate its participation in the forthcoming Volvo Ocean Race.
Puma Sailing is a new collection of apparel, footwear and accessories geared towards serious sailors and fashionable consumers alike. It is available in-store now.
For Autumn 2008, Puma Sailing takes design elements inspired and created by its own Puma Ocean Racing team that will sail around the world in the Volvo Ocean Race 2008-2009, starting on 4 October in Alicante.
There are three lines: Performance for extreme sport enthusiasts; Volvo Ocean Race for recreational and occasional sailors in honour of Puma’s entry into the world’s premier around-the-globe yachting event; and Lifestyle for general consumers who embrace nautical styles.
Key pieces for this season include:
Sailing performance apparel for its Puma Ocean Racing team: Designed, tested and developed with input from Puma Ocean Racing and the world’s leading sailors, the Off Shore Race Jacket and Off Shore Race Pant provide an outer wind- and waterproof shell with Gore-Tex membranes to protect sailors from strong winds, heavy rain and splash water. Highlights on the performance jacket include fluorescent yellow hood adjusts to provide 180-degree visibility, double cuffs to help sailors stay dry and reflective elements.
Lifestyle pieces: Items such as the On Shore Blazer and On Shore Pants feature nautical detailing and unique stitching for a casual, stylish ensemble. The Marina Rugby Shirt features colours inspired by the sea and subtle design prints on the left breast and along the button collar. Other highlights are the Sailing Mac, Sailing Knit and Sailing 2-in-1 Jacket.
Footwear: Puma Sailing footwear is highlighted by the Kite L shoe. Made with comfort in mind, attributes include integrated draining systems and hanging loops for quick drying. The Kite L is crafted from water- and salt-resistant leather and has non-marking outsoles for wet surfaces.
 |  |
Sailor style: Polo tee and Kite L Trainers, both from the Autumn/Winter 08 Lifestyle footwear collection | |
Accessories: Characterised by bold colours, visible branding and minimal hardware. With waterproof features from its zippers to external pocket, the Perform Barrel Bag borrows its shape from an ocean buoy and is visible, durable and functional in extreme conditions. In the Volvo Ocean Race collection, the Barrel Bag is designed to appeal to recreational and occasional sailors, and active urban dwellers. It is complemented by the Shopper featuring oversized shoulder straps and interior pocket for valuables. Both bags include “Life at the Extreme” logo accents on the straps.
 |
Practical: The Kite L shoe has hanging loops for quick drying |
In the sailing lifestyle fashion range, the Handbag incorporates a rivet design on the base and chunky metal buckles and zippers, while the Champagne Bag carries a wine bottle. Resembling a boat fender, the bag is a hard shell with grip handle and small twist locks for safe storage. An engraved Volvo Ocean Race logo is attached for a metallic touch.
For details of the Puma Sailing collection visit www.pumaoceanracing.com
PUMA EXTENDS LICENSING AGREEMENT
In separate news, Puma has extended a long-term licensing contract for socks with Dutch company Dobotex, the current manufacturer of Puma socks, from January 2009. The new licensing deal has a global reach, excluding the US.
In addition Puma and Dobotex have signed a new licensing contract for Puma bodywear, with the first collection coming into Puma own stores by Spring/Summer 2009. The in-store re-launch of Puma bodywear on a wholesale level is scheduled for Autumn/Winter 2009. The sell-in will start in December 2008.
The contract with former licensee Schiesser Lifestyle will terminate at the end of 2008.
Puma and Dobotex have been in a successful partnership since 1997. Puma socks have become the market
leader in the sports socks category in Europe in recent years, the company said.
Puma’s other licensed items include personal care products, glasses and sunglasses, and watches.
 |  |
Left: Perform Glove from the A/W 08 Performance collection; Right: Barrel Bag from the A/W 08 Accessories collection | |
BOOK CHARTS REMARKABLE RISE OF PUMA
A business book has been published that charts the impressive rise of the Puma brand. The Puma Story by Rolf-Herbert Peters follows the company’s history producing sports lifestyle footwear, apparel and accessories through technical innovation and revolutionary design.
The author describes the story as “as multifaceted as a crime novel set in the business world: guerrilla marketing, back-room diplomacy, negotiations over big names, hostile takeovers, stock market games – everything is there”.
Peters notes the “aura of glamour” surrounding the brand, as many stars of the sports, film and music industries have contributed to the company’s prestige. “Without tennis ace Serena Williams, fashion designer Jil Sander, pop diva Madonna, Formula 1 hero Michael Schumacher or Italy’s World Cup-winning football team, the idea of Puma would probably not still capture our imaginations,” he writes.
Established in Herzogenaurach, Germany in 1948, Puma distributes products in over 80 countries.
For details contact Thomas Henningsen, Global Travel Retail Manager, tel: +49 9132 81 2143, or e-mail thomas.henningsen@puma.com
[comments]
Your post will appear – once approved – in The Moodie Forum on our home page
MORE STORIES ON PUMA
Eye-catching Puma Golf collection tees off – 22/07/08
