The global sportswear brand PUMA is inaugurating its presence in the Philippines with an exclusive preview of its upcoming autumn/winter collection, which will be available beginning in July of this year. PUMA’s invite-only AW23 collection preview celebration was a brazen homage to the streets and people of Manila, inspired by its FOREVER FASTER mantra.
PUMA launched its first flagship store in Glorietta, Makati City, in November 2022, and now has 22 franchise stores across the nation. As part of its market expansion plans, the German sports brand PUMA will establish a few new stores in Metro Manila, Laguna, and Cebu during this quarter.
“As a nation of devoted sports fans and fashion-savvy consumers, the Philippines presents an abundance of amazing opportunities for the brand. This was a significant factor in our decision to come in stronger as a full-fledged subsidiary and increase our presence in every aspect of the business, said Paolo Misa, country manager for PUMA Philippines.
In addition to expanding its footprint for PUMA stores, the brand has begun to increase its presence in key online and offline sports and lifestyle retailers nationwide. PUMA intends to be visible in terms of its support for key athletes, partnerships with lifestyle icons, and promotion of significant events that are representative of the brand’s exciting categories.
The AW23 collection featured a variety of activewear suited for sports- and street-style-conscious Filipinos.
“Sports is PUMA’s raison d’être. We are enthusiastic to contribute to the nation’s development, with an emphasis on youth development. PUMA has pushed sports and culture forward for the past 75 years by challenging conventions, innovating through design, and supporting the next generation. PUMA is committed to being FOREVER FASTER through its history, culture, performance, and design, as PUMA South East Asia General Manager Sanjay Roy explained.
More than a fashion show: FOREVER FASTER on Manila’s streets
PUMA displayed its AW23 collection on a runway resembling the streets of Manila. The performance recounted the various accounts of Filipino valour witnessed on the streets of Manila, praised Filipinos’ innate confidence, paid tribute to Filipino pride, and honoured Filipino tenacity.
Pinoy movers, breakers, and game-changers in the Philippines were also featured in the brand’s first fashion show, representing the brand’s four core values: Pinoy bravery, confidence, determination, and pleasure – the same core values under the brand’s FOREVER FASTER mantra.
Former racecar driver Marlon Stockinger, Miss International 2016 Kylie Versoza, and actor Daniel Matsunaga walked the runway for the AW23 collection. Son of renowned actor Jericho Rosales, model Santino Rosales also strolled the runway.
The Public Image of PUMA Philippines
In addition to the brand’s expansion plans, PUMA is also marking a new milestone by appointing professional basketball player Kai Sotto as its first-ever Filipino brand ambassador. The brand surprised the guests at the preview party with a brief video of Kai Sotto greeting his Filipino admirers. Stay tuned for more information.