PUMA and Palomo Spain Collaborate to Bring Back '70s Athleticwear

PUMA and Palomo Spain Collaborate to Bring Back '70s Athleticwear

PUMA and Palomo Spain Collaborate to Bring Back '70s Athleticwear

The seemingly opposite brands come together for a campaign embracing the glamour of '70s football fashion.

The seemingly opposite brands come together for a campaign embracing the glamour of '70s football fashion.

Text: Henry Chandonnet

Luxury genderless fashion brand Palomo Spain has teamed up with PUMA for their newest campaign, inspired by the extravagant lives of ‘70s football players. The collaboration brings both brands out of their comfort zones, pushing Palomo Spain to explore athleticwear and PUMA to embrace gender-neutral clothing. The result is a retro, eye-catching sportswear collection seeping with innovation. 

Image courtesy of PUMA x Palomo Spain

“Palomo Spain’s take on fashion is always warm and welcoming, whether through his choice of colours, materials or references,” says Heiko Desens, Global Creative Director for PUMA. “The brand’s happy ethos immediately spoke to us, and its sense of rebelliousness, defiance of stereotypes and celebration of self expression is also what PUMA stands for.”

For more specific inspiration, the brands looked to ‘70s football icon Jonathan Cruyff as a guide. A Dutch player most widely known for his work with the European Cup-winning Ajax, Cruyff became the symbol of the ‘total footballer.’ He was commonly found sporting colored turtlenecks and long knit trenchcoats, embodying a certain ‘70s style of fashion. He embraced both the athletic and the fashionable side of his clothing, providing a perfect muse for the Palomo Spain and PUMA collaboration almost fifty years later. 

Image courtesy of PUMA x Palomo Spain

The collection itself spans 15 styles, all touting the Palomo Spain and PUMA logos. Highlights include a bell bottom T7 tracksuit and a matching set of T7 nylon shorts and terry tank tops. One of the collection's most innovative features comes from its shoe offering, featuring a loafer with an expansive, trail-inspired outsole. This blending of the loafer and the athletic sneaker speaks perfectly to the two brand’s collaboration, melding their styles to create new, inventive staples. 

The PUMA and Palomo Spain collection stands as one of the most effective collaborative campaigns, likely because of the brand differences. A joint line between the luxury Spanish brand and the German athleticwear brand seemed unlikely, as their products are so outwardly different. When melded together, though, the brands create an image so unique, and so unseen in the modern fashion market, that you can’t help but look. 

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