NOAH Goes Nude to Celebrate the New PUMA Star
Taking the idea of ‘picturing the audience naked’ to the next level.
Harking back to the 1970s, the new drop draws inspiration from the intersections of sport and style, by reissuing the 1970 PUMA Wimbledon — a classic court style that once cemented the brand’s credibility within the world of tennis. Landing in a premium leather iteration, the sneaker is set to be made available for the first time in a limited release.
Elsewhere, the accompanying collection aims to shift focus from the worlds of tech clothes and gorpcore and instead, leans into NOAH’s East Coast, preppy sport aesthetic. Showcased through pieces like painter caps, crewneck sweaters and rugby-style shirts, the collection utilizes signature sportswear fabrics like recycled French Terry, velour and cotton twill.
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“NOAH are true masters of the craft when it comes to reinterpreting classics. Working with the team to reimagine pieces from PUMA’s sporting archive has been a rare opportunity to create something fresh, a real creative synergy between the two brands – the same can be said for the campaign,” explains PUMA’s senior head of marketing, Alexandra Weiland, in a press release.
The brands’ playful energies come to life within the collection campaign, directed by Brian Billow. Showcasing irreverent visuals of streakers and nude audiences, the campaign seeks to remind us that “clothing and footwear choices should be fun,” according to NOAH’s co-founder, Brendon Babenzien.
Take a look at the (sort of) collection above, and head to NOAH’s website from July 1 to purchase.
In other news, Carhartt WIP and sacai reunited on the runway.