Puma’s New Tie-Up With KidSuper Updates the Velophasis and Palermo Sneakers
Stephen Garner
Senior Editor
Puma has teamed up with KidSuper founder and designer Colm Dillane on its latest soccer-inspired collection.
Called the Puma x KidSuper Sports Club collection, the line reinterprets some of the German sportswear brand’s archival apparel silhouettes with pops of pastel colors, as well as updated versions of the Velophasis and Palermo sneakers.
For this collection, the Velophasis Nu and the Palermo Nu sneakers are streamlined versions of the originals, featuring premium cashmere suede uppers, mesh underlays, and custom Puma and KidSuper Studios tags on the tongue. The Velophasis Nu model is finished with distressed detailing, giving the Y2K-inspired sneaker a pre-worn look.
The collection also features several matching sets that feature design details like garment dyeing, graphic jacquard knits, graphics inspired by the Puma King, and patterned motifs created by KidSuper for Puma.
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Created in two colorways, the collection’s cut-and-sewn track jacket and track pants feature accentuated color blocking, as well as embroidered details. Crafted with a jacquard knit process, the knitted jersey and shorts feature bold graphic elements and a KidSuper Football Club badge. The cardigan makes use of the same jacquard knit with an allover print that abstracts human facial features, while the long-sleeve and skirt are made with a power mesh textile, featuring custom artwork created by KidSuper.
Rounding out the collaborative collection are accessories including a bucket hat, duffle bag and scarf.
To launch the collection, Puma and Dillane have come together for a mafia-inspired shoot. Taking inspiration from classic mobster films of the ‘90s, the campaign visuals portray Dillane as the patriarch of the Puma x KidSuper family in a series of playful photos.
The Puma x KidSuper Sport Club collection launches on April 13 online at kidsuper.com and in store, alongside select retailers. A collaborative drop with Puma Basketball is set to follow in May.
This drop comes days after Puma revealed its first global marketing campaign in more than 10 years – and the biggest in its 75-year history. The new campaign, with the catchphrase “See the Game Like We Do,” includes video footage of top athletes including Antoine Griezmann, Felix Streng and Neymar Jr. as they train and compete.
