For the spring 2022 season, PUMA and AMI have joined forces in a collaborative spirit. AMI mixes the sporty PUMA image with its characteristic tailoring and sophisticated sportswear design, resulting in a unique and contemporary look.
The collection’s ad features real-life couple Romeo Beckham and Mia Regan, photographed by Eddie Wrey. It promotes the importance of family and friends. Furthermore, the advertisement conveys that happiness begins with the people you share your time with.
PUMA x AMI Campaign
The PUMA x AMI collection emphasizes modernism, with the idea that one does not have to correspond to a specific gender, individual, or physical look to be considered fashionable. AMI was the ideal partner for PUMA’s latest collection, as there was no other.
In the words of Adam Petrick, the global director of marketing at PUMA, “We are exceptionally pleased to be able to partner with a creative mind in Alexandre that truly understands the elevation of classic sportswear silhouettes, as well as the creation of community through a positive message.”
Minimalistic branding combines with premium materials and neutral and bright colors to create the latest PUMA x AMI collection. The AMI de Coeur, AMI’s distinctive emblem, is combined with the PUMA logo to create a co-branded experience to commemorate the occasion. “I’m very proud of the way we mixed the logos together,” says Alexandre Mattiussi, creative director of AMI. “I think that the result is very impactful and that while this is a gift for us at AMI, it’s a gift for PUMA too.”
Mattiussi discusses the decision to have Romeo Beckham and Mia Regan cast as the faces of the collection and stars of the advertising campaign. It is their enthusiasm and individual flair, according to the designer, that he admires most about them. “That and they are clearly in love. Romeo and Mia embody very well the spirit of the collection.”