For Autumn-Winter 2017, just in time for their next movie Despicable Me 3, the Minions bring their subversive taste to PUMA Sportstyle.
The PUMA x Minions footwear, apparel and accessories—adults range—drops globally on PUMA.com, PUMA stores and select lifestyle retailers like Colette and Opening Ceremony starting June 1st. A Kids’ collection will be also available on PUMA.com, PUMA stores and kids’ retailers.
That’s the news, but the angle Illumination and Puma has chosen to spread it has got really something fresher than your standard collaboration with an entertainment character.
As the Minions have existed since the dawn of time, one can expect they have extensive knowledge in the arts and design. In fact, they celebrated and influenced such eras as the Renaissance and the turn-of-the-century’s popular-culture revolution. Since their breakout role in Despicable Me in 2010, the Minions have become pop-cultural icons who continue to inspire artists, designers and global tastemakers.
Leveraging on that aspect, Stuart, Carl and Kevin themselves are PUMA’s latest Creative Collaborators, joining the roster of all the creatives and curators who give inspiration and lend their unique design aesthetic to PUMA’s Sportstyle product range.
The three are featured in pictures actually working on the project, and all we know so far is that “ they created a new pattern and added splashes of color and plenty of goggles”.
A smart way to present a pop / entertainment collaboration: the buzz already started, not only at the sneakerheads’ community level.