Not conforming to traditional values of individuality, appearance or gender, the new range from PUMA and AMI's latest sportswear collaboration challenges current views and focuses on achievement.  

"The partnership with AMI was a no-brainer; their name means 'friend,' and that's what PUMA is all about – a community, a family," says Adam Petrick, global director, marketing, PUMA. "We are exceptionally pleased to be able to partner with a creative mind in Alexandre that truly understands the elevation of classic sportswear silhouettes, as well as the creation of community through a positive message."  

"I'm very proud of the way we mixed the logos. 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," says Alexandre Mattiussi, founder, creative director, AMI. "This is something that we share, and this is what we call friendship. It is a sincere collaboration, not trying too hard, not pretentious."  

Merging both the PUMA logo and AMI's signature AMI de Couer, the co-branded sportswear line was in a global campaign shot by photographer Eddie Wrey, featuring Romeo Beckham and Mia Regan.   

The collection includes PUMA's classic footwear silhouettes such as the Slipstream Lo, Suede Crepe, and the newly released Suede Mayu. The apparel line includes t-shirts, polos, jackets, hoodies, shorts, pants and bras that mix and match perfectly to build a complete wardrobe. The collection's accessories include a bucket hat, curve caps, shoulder bags and a grip bag.   

"I've been following Alexandre's work for some time now. Ever since I started at PUMA, I was thinking of what a great partnership this would be. Today, I'm delighted with the result," says Heiko Desens, global creative director, PUMA. "This was a real and authentic collaboration; both of our teams brought a lot of ideas to the table, and we were able to design a timeless and elevated classic sportswear collection for today's consumer."  

The PUMA x AMI Collection will be available exclusively in AMI stores starting Mar. 16 and globally Mar. 19 on PUMA.com, PUMA stores, amiparis.com and selected retailers.