This Chinese New Year, globally renowned sportswear brand PUMA draws inspiration from Chinese culture and heritage!
The brand brings forth its highly anticipated SS24 Chinese New Year Collection, showcasing a line of original apparel and footwear that incorporates Tibetan cultural symbols and ethnic patterns, seamlessly blending in with the PUMA DNA – proudly bringing stylishly festive pieces for the new year.
And nothing screams the arrival of the Dragon Year more than the specially designed PUMA logo and wording in this collection!
Featuring a Tibetan-style dragon wrapped around “P” and intricate embroidery of the word PUMA in bright red to capture the essence of the celebration, it’s a playfully festive yet sophisticated twist to the collection that appeals to a wide age group.
The collection features classic pieces like:
- Iconic T7 tracksuit
- Crewneck sweatshirt with matching sweatpants
- Casual and collared tees
All are perfect for any occasion in and out of the festive season. But that’s not all – In the Year of the Dragon, PUMA ushers you to take the first iconic step in the collection’s one and only BLKTOP Rider, Chinese New Year edition!
These kicks pay homage to PUMA’s ‘80s running heritage. With clean red lines and hues highlighting the PUMA formstrip and shoe, the BLKTOP Rider embodies Chinese cultural charms whilst remaining contemporary for today’s generations.
Meanwhile, this year’s PUMA Chinese New Year campaign celebrates the significance of togetherness and bonding — a theme deeply rooted in the tradition of family reunions during this festivity.
This is shown in the title “Celebrate a Year of Be龙 onging” which highlights “belonging” with a witty wordplay of the Mandarin character 龙 (Lóng) — which means dragon, to cleverly bring in the Year of the Dragon.
The campaign emphasizes the importance of family connections as we witness siblings come together to adorn the space with festive decorations and cheer, all while rocking the much-anticipated PUMA Chinese New Year collection.
If you’d like to rock some new drip for this festive season, the exclusive PUMA SS24 Chinese New Year Collection will be available for purchase starting 8 January 2024 at all JD Sports outlets, PUMA stores and PUMA.com.