Aside from the PUMA Yard, Puma also launched the PUMA 100 Metre Shop, a Tumblr-based site inspired by Jamaican Track & Field’s greatest moments in time. The site fuses Jamaican & British cultures to produce original content from contributors in London and Kingston. Aside from portraits, stories, and other info, the site also features Cedella Marley’s new collection.
“It’s amazing for PUMA to have the opportunity to really bring to life in a socially relevant way two incredible cultures that share common values with the joyous, celebratory spirit of the brand. The PUMA 100 Meter Shop will be a totally different and highly engaging destination for people interested in fashion, culture, and entertainment happening around London and Kingston this summer,” said Antonio Bertone, Chief Marketing Officer for PUMA. “We are incredibly excited to be the first global brand to launch a totally breakthrough Tumblr site that is truly the fusion of content contribution, social discovery and e-commerce.”
The Tumblr pop-up shop will feature a mix of content in diverse formats including video, interviews, articles, photos and more. It will be updated daily and available in two languages, Japanese and English, and in three regions, Japan, Europe, and the USA. Traffic will be driven through PUMA’s social channels and partnerships with The Fancy, Sypply and Pinterest. The site is designed to be live for 12 months and will be reskinned to support new brand initiatives hailing from the Sportlifestyle company.
PUMA partnered with fashion designer Cedella Marley, daughter of late Reggae legend Bob Marley, to create the podium, on-track and ceremony wear for the Jamaican Track & Field team competing in London. The PUMA 100 Metre Shop will showcase select items from the collections; and for the first time on Tumblr, The PUMA 100 Metre Shop will link to an e-commerce site, Shop.PUMA.com, where items are available for purchase. Marley, who embodies the fun, relaxed nature synonymous with Jamaica, injects an authenticity to the PUMA collection, bringing her fashion–forward sensibility, the country’s bold colors of green, gold and black and Jamaican heritage to the styles.
The most anticipated pieces from the collection include two items from ceremony wear: the men’s “Buffalo Soldier button down,” a short-sleeve button-front army green shirt with black accents; and the women’s military-influenced “Satisfy My Soul” black fitted jacket with green belt. The women’s fitted jacket features an embroidered Jamaican flag with the phrase “Good Vibrations” on the inside of the collar, while a Jamaican green stripe accents the sleeve for some added flair.
The collection will be available at The PUMA 100 Metre Shop, select retailers in the United States, Japan, United Kingdom and Continental Europe as well as at the PUMA Quad, situated within the PUMA YARD.
For more information about the PUMA 100 Meter Shop visit www.puma.com and puma.tumblr.com.
Online shopping applies to US and UK residents only. But products are available at PUMA Stores worldwide.