The collaboration between PUMA and Noah NY, announced on June 26, 2023, brings a fresh and nostalgic take on sport and style. Inspired by the 1970s and the early intersections of sport and fashion, the collection features the PUMA Star, a reissue of the 1970 PUMA Wimbledon tennis shoe.
The focus of the collection is Noah’s premium leather iteration of the PUMA Star, which will have a limited release. The apparel accompanying the footwear reflects Noah’s East Coast sports-prep aesthetic, with items like a cotton twill painter cap and velour vest.
The collection also includes two crew sweaters made from recycled French Terry, featuring a rugby-style collar and adjustable drawstring waist. Super PUMA graphics bring a nostalgic and playful touch to the partnership, prominently displayed on pieces like the Raglan Longsleeve.
The campaign, created by Chandelier Creative and directed by O Positive’s Brian Billow and photographed by Francesco Nazardo, the storyline follows a would-be “streaker” who unexpectedly finds himself clothed in front of a nude audience, causing a tennis tantrum during a crucial moment in a tennis superstar’s comeback. Watch Puma dare to bare all below:
REELated:
“We would like people to smile and remember that clothing and footwear choices should be fun”, said Noah co-founder, Brendon Babenzien.
The PUMA x Noah season one collection will be available from July 1, 2023, on noahny.com and selected retailers. To celebrate the launch, Noah hosted a special event at its SoHo flagship store on June 29, 2023.
Visitors had the opportunity to play ping pong against professional player Wally Green, who will be using the PUMA x Noah Star sneaker as his paddle. Participants will have a chance to win a limited edition, friends-and-family pair of the PUMA x Noah Star.
CREDITS:
CLIENT: PUMA
CLIENT: Noah NY
AGENCY: Chandelier Creative
- CCO: Michael Scanlon
- Creative Direction: Eva Jane Hogan
- Director of Strategy: Spencer Gervasoni
- Art Director: Silas Helm
- Copywriter: Emily Bernstein
- Production: Katie Knab Oslen
- MD: Eileen Eastburn
- Account Team: Justin Signore, Elizabeth Trousdale, Chris Stewart
PRODUCTION COMPANY: O Positive
- Director: Brian Billow
- Executive Producers: Ralph Laucella, Marc Grill
- Producer: Eric Liney
- DP: Kenji Katori
PRODUCTION SERVICES: The Lift, Mexico City
- EP (MX): Pablo Chozas
- Producer (MX): Jose Aguirre
- Production Designer: Jorge Vujosevic
- Wardrobe Stylist: Paola Alfaro, Estelle Bailey Babenzien
EDIT: MackCut
Editor: Ryan Steele
