The Velophasis first arrived in January featuring an overstated shape that is wrapped with a mixture of technical and performance materials. Now the sneaker is redone with a characteristic customized feel, in the way of a full purple overdyeing process applied by PLEASURES. The color treatment fastens to the shoe’s sole in a unique way, giving the shoe a pre-worn look.
Sarah Mayer, Head of Product Line Management, PUMA Sportstyle said, “We are excited to work with PLEASURES, and to share and mix each of our perspectives and points of view. We love PLEASURES’ ability to bring in varied references and touchpoints. With this new collaboration, the Velophasis gets a completely fresh look and feel with this DIY-inspired overdyeing effect.”
The overdyeing envelops the shoe, from the laces to the sole, giving the collaboration a DIY feel. This new take on the Velophasis also features a translucent cage tinted in purple, which is stamped with the PLEASURES logo in black.
The PUMA x PLEASURES Overdyed Velophasis is available starting June 24, 2023, from PUMA.com, PLEASURES.com, PUMA flagship stores, and selected retailers. Some days earlier, on June 21st , a pre-sale of the sneakers will happen at the PLEASURES showroom during Paris Fashion Week.
Alex James, Co-Founder and Director of PLEASURES said, “This is the start of a beautiful relationship. PUMA has such cool history, we can’t wait to bring the PLEASURES aesthetic into a new world.”
Los Angeles-based streetwear label PLEASURES was founded by Alex James in 2015. The brand is known for incorporating intense punk, grunge, and rock-n-roll aesthetics. The definition of PLEASURES is “A Mood. An emotion. An altered state of being.” The brand believes that real pleasure begins with your clothing.
Known for crafting a variety of heavily graphics-based streetwear apparel such as sweatshirts, crewnecks, t-shirts, the brand also creates headwear and accessories. PLEASURES transforms inspirations of alternative ’90s subcultures and the DIY lifestyle into clothing that evokes feelings of nostalgia.
Various celebrities have been seen wearing the clothing brand, including Playboi Carti, Kylie Jenner, and The Weeknd. PLEASURES has partnered with many notable brands, including Reebok, Doc Marten, and Crocs.
PUMA announced in 2012 that it has entered into a new multi-year partnership with BMW Motorsport. The global Sportlifestyle brand had become the Official Supplier of team and racewear for all BMW Motorsport racing operations, including DTM, ALMS and various high-profile long-distance races such as 24h Nürburgring. PUMA also assumed the role of Exclusive Licensed Partner for BMW Motorsport for the product categories of Footwear, Apparel and Accessories.
In 2004, PUMA first partnered with BMW Motorsport, through its involvement with the BMW Williams Formula One team. This relationship continued when BMW acquired Sauber F1 to become BMW Sauber F1, and after BMW ceased its Formula One activities in 2009 to reorganise its activities, PUMA and BMW Motorsport have once again joined forces with this new deal.
The PUMA x BMW merchandise is now available across select stores in India and online. With a timeless look, modern vibe & the racing team’s iconic logo, this classic collection that is available for adults & kids, is a full-throttle standout that ardent fans would love and celebrate.
From track to street, the PUMA x BMW merchandise equally prioritizes performance and aesthetics.
PUMA India reported revenues of Rs. 2,980 Cr for the full year 2022. This was a tad higher than the revenues of Nike, Adidas and Reebok put together in India. Globally, Puma had a revenue of EUR 8.47 for 2022.