A Legacy Rekindled: JIL SANDER and PUMA Reignite a Visionary Collaboration
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By PAGE Editor
In 1998, at the dawn of a new era for sneaker culture, a visionary moment forever altered the landscape where luxury meets sport. It was then that JIL SANDER—the epitome of modernity and sophistication known for its unconditional dedication to design, elegance, and purity—partnered with PUMA, one of the world’s leading sports brands, to perform a quiet revolution. Together, they reimagined PUMA’s iconic football lace-ups as objects of pure luxury, crafted in premium leather. This bold move, launched during a period of profound cultural transformation, did more than create a desirable product; it changed the industry for good. The collaboration set a lasting tone—unassuming, refined, and decidedly ahead of its time—whose influence resonates to this day.
Now, almost three decades later, that seminal dialogue is being reprised. JIL SANDER, under the new creative directorship of Simone Bellotti, and PUMA are once again joining forces to explore their shared values, rooted in pureness, precision, and purposefulness. For 75 years, PUMA has relentlessly pushed sport and culture forward, a mission that aligns perfectly with JIL SANDER’s approach to fashion, defined by deliberation, rigour, and artistry.
The journey begins with the revival of a legend. The first release spotlights PUMA's iconic KING AVANTI football silhouette, celebrated for its distinctive flap and impeccably clean lines. Reborn for a new generation, the sneaker is rendered in sumptuous navy blue leather, a testament to JIL SANDER’s unwavering commitment to material excellence and innovative craftsmanship. The details speak to a refined partnership: the JIL SANDER logo appears in subtle golden foil, while the tongue flap reveals a dual identity—the PUMA logo on the exterior and the JIL SANDER signature discreetly placed within.
This collaboration is a natural evolution for JIL SANDER, a house built on the power of heightened simplification. For Creative Director Simone Bellotti, the energy released by the contrast of strictness and lightness is a core principle. Here, repetition becomes an affirmative act; by returning to a foundational moment in its history, the brand does not simply replicate the past but refines it, proving that in ongoing refinement, meaningful progress is ignited.
Decades later, the conversation between these two powerhouses is rekindled right where it left off, with the clear intention to expand upon its rich legacy. This partnership continues PUMA's history of collaborating with renowned designers to bring sport influences into street culture and fashion, while simultaneously strengthening JIL SANDER's global presence, which spans a network of boutiques and select retailers worldwide.
Available in a limited quantity, the unisex sneaker will be exclusively distributed worldwide in selected JIL SANDER stores and on jilsander.com starting 14th October 2025.
This first drop marks the beginning of an ongoing program, with a second instalment scheduled for March 2026.
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