fredag 10 juni 2011

 Idag är det premiär för Puma Clyde by UNDFTD
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Legendary brand lends their design perspective
to PUMA’s most iconic shoe

BOSTON, MA – (April 12, 2011) – Sportslifestyle brand PUMA® has partnered with legendary culture brand, Undefeated, to launch the Undefeated (UNDFTD) Collection with PUMA, a special collection centered around one of PUMA’s most iconic and celebrated styles: The PUMA Clyde. This long term project will make Undefeated a true design partner with PUMA, designing a collection of PUMA Clydes that will be released in the beginning of April and continue throughout 2011 and beyond.

The partnership between PUMA and Undefeated is about pushing boundaries and refreshing a classic style and icon, The PUMA Clyde. Undefeated and PUMA explored trends in the marketplace and collaborated to interpret these fashion and lifestyle nuances into footwear styles that are inclusive of both brands. The first release from the collection will be on April 10th followed by another release on June 10th, and many more throughout 2011 and beyond. Consumers can expect to see clean lines and a unique exploration of materials and textures.

Undefeated pushes the envelope and is a leader in starting and spotting new trends throughout the sneaker and lifestyle community,” said Jay Piccola, President of PUMA North America. “This partnership allows us to apply these influences to the most significant shoe in PUMA’s archive, the PUMA Clyde, and make it new, fresh and appealing to a whole new set of consumers that we know will adore each and every style.”

The PUMA Clyde was chosen for this project not only for its significance to the PUMA brand, but also to sneaker history and pop culture. Customized for basketball great and current announcer for The New York Knicks Walt “Clyde” Frazier in 1973, the Clyde was the first signature basketball shoe. Built on performance and style, it immediately became a mainstay on the court and on the street. As a statement shoe, it was part of the uniform for cultural artists – DJs, b-boys, musicians and graffiti artists. With its clean and classic styling, the PUMA Clyde continues to be on-trend today.

To create a meaningful and visual in-store experience that combines fashion and street, PUMA enlisted Harry Allen. A multi-disciplinary interior designer, Allen achieved prominence in the 90’s with his interior design of Moss, a design gallery in New York. Allen’s installations for the Undefeated Collection with PUMA will feature the infamous ‘Welcome Home’ image of Clyde set among clean, classic lines paired with a bit of understated cool; just like Clyde. Additionally, a series of four limited edition bags, featuring different images of Clyde himself, have been designed and created by artist/designer, Brent Rollins. The bags will be given out with every purchase of the Undefeated PUMA collection at participating retailers globally.

We worked closely with PUMA’s design team, and were very collaborative in every sense of the word,” said Eddie Cruz, Co-Founder of Undefeated. “We shared ideas, brainstormed and pushed each other on the design language because we really wanted to make something great together. The end result of the UNDFTD Collection with PUMA is just that – something great, forward thinking and cool – and we are excited to build on the momentum of this collection for seasons to come.”

For nearly 10 years Undefeated has been the unofficial voice for the next generation. With storefronts in Hollywood, Silverlake and Santa Monica, California; Las Vegas, Nevada; Shizuoka and Tokyo, Japan they are globally recognized as a leader in streetwear and fashion trends. PUMA and Undefeated first collaborated on a limited edition pack of PUMA Mids that were released in January 2009. The shoes were well received throughout the sneaker community and soon became a sought after style by collectors and style-conscious men and women. This first project helped to lay the groundwork for the new Clyde Collection design partnership.

Become a fan of Undefeated or PUMA or follow PUMA via twitter at @puma or Undefeated at @UNDEFEATEDinc.


PUMA is one of the world’s leading Sportlifestyle companies that designs and develops footwear, apparel and accessories. It is committed to working in ways that contribute to the world by supporting Creativity, SAFE Sustainability and Peace, and by staying true to the principles of being Fair, Honest, Positive and Creative in decisions made and actions taken. PUMA starts in Sport and ends in Fashion. Its Sport Performance and Lifestyle labels include categories such as Football, Running, Motorsports, Golf and Sailing. Sport Fashion features collaborations with renowned designer labels such as Alexander McQueen, Mihara Yasuhiro and Sergio Rossi. The PUMA Group owns the brands PUMA, Cobra Golf and Tretorn. The company, which was founded in 1948, distributes its products in more than 120 countries, employs more than 9,000 people worldwide and has headquarters in Herzogenaurach/Germany, Boston, London and Hong Kong. For more information, please visit


UNDEFEATED is more than a store, it’s more than a brand it is a philosophy. Interconnected to victory and virtue, we stand in opposition to every potential failure. Adopting the philosophy is to be UNDEFEATED. In 2002 Undefeated sparked the ‘Sneaker Revolution’ with unprecedented collaborations and market influence. A tradition rooted in the fundamental philosophy of sport and inspired by style. Today, Undefeated designs and develops apparel, accessories and collaborative footwear. Co-founders Eddie Cruz and James Bond have established the brands street credibility and business ingenuity. They stay at the forefront of creativity and individuality and continue to be the unofficial voice of the next generation. For more information, please visit

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