Puma has released its first visual for its upcoming launch of Puma Hoops, the brand’s new women’s basketball division Creative direction is provided by June Ambrose, who was appointed to the role last October 2020. Directed by Hype Williams, the black and white spot blends sport and style and features pieces from the High Court collection, which will launch with a 25-piece collection.
Inspired by all aspects of the game including pre-game walk throughs, the collection includes an oversized faux-fur jacket and a color block rugby set,
Commenting on the effort in an interview with Vogue, Ambrose explained, “We knew what the men’s business looked like, but as this is the launch of an entirely new category for Puma, we didn’t know who the female customer was. I had to envision her. I’ve had to discover and serve her within the overall collection through emotion, in a way that would make her feel fearless and powerful, whether she was an athlete or not.”
While pricing isn’t yet available, Puma Hoops drops on puma.com on December 1st, 2021.