Swarovski Creators Lab, dedicated to innovation, creativity, and expanding the definition of high-end fashion, is proud to announce its collaboration with Sports company PUMA.
Breaking new ground since 2021, the Swarovski Creators Lab works with esteemed brand partners from around the world to create uniquely collectible, limited-release collections, illuminated with Swarovski crystals. The collection with PUMA comes hot on the heels of a series of sought-after collaborations with some of the industry’s most exciting labels, including Golden Goose, Aquazzura, and Dover Street Market.
MARKING A MILESTONE
Swarovski Creators Lab and PUMA have joined forces to celebrate the iconic sport brand’s 75th anniversary. The collaboration is a symbiotic partnership between two brands that share a rich heritage as well as a commitment to quality, ingenuity, and innovation.
Blurring the boundaries between sportswear and streetwear, the collection brings Swarovski’s signature savoir-faire and vibrant luminosity to two of PUMA’s most popular pieces: the PUMA Suede sneakers and the PUMA Hoodie.
Featuring a thick black sole and an upper in PUMA archive green, the surface of the PUMA Suede is covered with rows of green Swarovski crystals, masterfully cut to catch the light with every step. The provenance of the shoe is confirmed with the subtle addition of PUMA’s 75th anniversary logo on the sock liner.
Instantly recognisable, the PUMA Hoodie has a relaxed, oversized cut that exudes streetwear insouciance. Its solid black fabric provides the perfect backdrop for the PUMA logo, brilliantly enhanced with multifaceted green Swarovski crystals.
PUMA has blended sports and high fashion since 1998. Its collaboration with Swarovski Creators Lab takes this to the next level, harnessing the power of crystals to create standout pieces that are elevated yet effortlessly wearable.
Discover the PUMA for Swarovski Creators Lab collection in select stores or online at swarovski.com from October 2nd, 2023.
Please see press materials here.
For more information, please contact:
Swarovski Global PR: global.pr@swarovski.com
PUMA Global PR: Gudrun.Caemmerer@puma.com
Masters of Light Since 1895
Swarovski creates beautiful products of impeccable quality and craftsmanship that bring joy and celebrate individuality.
Founded in 1895 in Austria, the company designs, manufactures and sells the world's finest crystals, Swarovski Created Diamonds and zirconia, jewellery, and accessories, as well as home décor. Swarovski Crystal Business has a global reach with approximately 2,300 stores and 6,600 points of sale in over 150 countries and employs 16,600 people. Together with its sister companies Swarovski Optik (optical devices) and Tyrolit (abrasives), Swarovski Crystal Business forms the Swarovski Group. A responsible relationship with people and the planet is part of Swarovski’s heritage. Today this legacy is rooted in sustainability measures across the value chain, with an emphasis on circular innovation, championing diversity, inclusion, and self-expression, and in the philanthropic work of the Swarovski Foundation, which supports charitable organisations bringing positive environmental and social impact.
ABOUT PUMA
PUMA is one of the world’s leading sports brands, designing, developing, selling and marketing footwear, apparel and accessories. For 75 years, PUMA has relentlessly pushed sport and culture forward by creating fast products for the world’s fastest athletes. PUMA offers performance and sport-inspired lifestyle products in categories such as Football, Running and Training, Basketball, Golf, and Motorsports. It collaborates with renowned designers and brands to bring sport influences into street culture and fashion. The PUMA Group owns the brands PUMA, Cobra Golf and stichd. The company distributes its products in more than 120 countries, employs about 20,000 people worldwide, and is headquartered in Herzogenaurach/Germany.
