Puma partnering with stylist June Ambrose


Sportswear brand Puma has announced that June Ambrose, Jay-Z and Missy
Elliott’s longtime stylist, is its newest creative partner with her first
products for the brand expected in 2021.

Ambrose will focus on creating “premium offerings that merge style with
performance,” explained the sportswear brand in a statement, with pieces it
adds that will “redefine what it means to be stylish in sport” by fusing
sportswear with fashion styling details.

Puma added that Ambrose will bring a “fresh look” to athletes and
audiences’ attire, while taking a “holistic brand approach” working across
categories and age groups, with an initial focus on girls and women’s
collections “throughout 2021 and beyond”.

The partnership the sportswear brand confirmed came about through the
stylist’s long-standing relationship with Jay-Z, who serves as the creative
director for Puma Hoops.

“Jay (Jay-Z), Emory Jones and I have had many conversations about style,
sport, purpose and legacy,” said Ambrose in a statement. “From these
conversations, Jay then introduced me to Bjørn Gulden (Puma chief
executive) and Adam Petrick (Puma’s global director of brand and
marketing). Adam and I talked about our visions and my impact on the
culture at large, and it was from these interactions that I knew a
collaboration with Puma would be beautiful and transcend far beyond
product.”

Stylist June Ambrose joins Puma as creative partner

While specific details about the collections Ambrose is producing were
not disclosed, Puma did state that she would be lending her expertise to a
“number of moments and collections throughout 2021”. These will include
Puma Hoops, its basketball division, and a Title Nine collection inspired
by her passion to celebrate “bold, fearless women everywhere who rise above
and go the distance no matter how big the challenge might be, while also
being stylishly fit”.

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Ambrose added: “I want my work with Puma to drive a dialogue around
Title Nine and equality. To have the opportunity to do this by launching a
collection for an underserved division, for women’s basketball, is
incredible.

“I want athletes and all women to feel fearless and inspired when they
wear the pieces that I’ve designed. I want to create a space where young
girls and women feel empowered on and off the court.”

Ambrose has been a force within fashion for several years and as an
award-winning costume design and stylist, she created numerous iconic looks
including putting Missy Elliot in that patent leather-and-vinyl suit in
‘The Rain (Supa Dupa Fly)’ video. As a stylist, Ambrose has worked with
Hollywood A-listers including Zoe Saldana, Kerry Washington, Mariah Carey,
Mary J. Blige, Alicia Keys, Estelle, Gabrielle Union and Ciara.

This isn’t her first fashion collaboration, Ambrose has previously
launched two lines of sunglasses in 2013 with Selima Optics, and a
signature line of footwear for HSN, but does make her first sportswear
partnership.

Puma’s partnership with June Ambrose is a push for equality in
sport

In an accompanying video on social media to announce her appointment,
Ambrose explained: “This project is not just about clothes, but it’s about
emotion and everything that we believe in and we stand for as a culture
will be embodied in this collection.”

With Puma adding that the partnership will “transcend product” and that
the global sportswear brand will be working closely with Ambrose to use its
platform for “social impact, empowering youth and pushing for equality in
sport”.

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“The connection between style and sport is timeless and it’s something
I’ve always wanted to put my spin on,” added Ambrose. “Beyond the
collections, it’s important to me that the collaboration is rooted in
social impact, and Pumas work in the social justice space to empower youth
through sport makes them the perfect partner.”

Commenting on the appointment, Adam Petrick, global director of brand
and marketing at Puma, said: “June is an icon at the intersection between
fashion, music, culture and purpose. Having the opportunity to bring an
individual with such talent into the world of sports is unique and we are
excited to see how she can redefine what it means to create a sportswear
collection.”

This isn’t the first time Puma has collaborated with pop culture stars,
the sportswear brand has previously worked with Rihanna, Kylie Jenner,
Selena Gomez and The Weeknd.

Puma said that additional details about the collection will be available
at a later date.

Image: via instagram.com/pumawomen





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