Romeo Beckham and Mia Regan star in Puma x Ami collab

The partnership puts together innovative tailoring and sportswear

Puma adds Parisian brand Ami to the roster of collaborators with the launch of Puma x Ami. The collection is said to be inspired by “a new era of achievement that does not conform to a specific gender, individual, or appearance.”

“The partnership with Ami was a no-brainer, their name literally means ‘friend’ and that’s what Puma is all about – a community, a family,” shared Global Director of Marketing for Puma Adam Petrick. “We are exceptionally pleased to be able to partner with a creative mind in Alexandre [Mattiussi] that truly understands the elevation of classic sportswear silhouettes, as well as the creation of community through a positive message.”

The launch features a campaign that stars Romeo Beckham and model girlfriend Mia Regan who wore the minimalist pieces from the collab. The Ami de Coeur, the brand’s signature heart symbol and letter A, is mixed with Puma’s logo for the co-branding motif. “I’m very proud of the way we mixed the logos together, I think that the result is very impactful and that while this is a gift for us at Ami, it’s a gift for Puma too,” said Alexandre Mattiussi, founder and creative director of Ami. “This is something that we share, this is what we call friendship. It is a very honest collaboration, not trying too hard, not pretentious.”

The collection includes Puma’s classic footwear silhouettes including Slipstream Lo, Suede Crepe, and the new drop Suede Mayu. For apparel, t-shirts, polos, jackets, hoodies, shorts, and pants are included together with bucket hats, caps, shoulder bags, and grip bags for accessories.