PUMA and Creative Director June Ambrose will be releasing their first co-branded collaboration, “Keeping Score” on January, 2023. This new co-branded collaboration is a celebration of Ambrose’s career and impact within hip hop and fashion, exploring the idea of reflection, and encouraging women to keep score of their wins.
As culture shifts, women on and off the court continue to become more aware of their power, as individuals and in numbers. Since joining the sportswear brand in 2020 as the Creative Director for the Women’s Basketball category, June’s mission has continuously been focused on highlighting and empowering women, knowing life is a team sport and together we play to win.
The 20-piece apparel, footwear and accessories collection will launch in two parts. The first drop, available starting January 26 will consist of ten pieces in a rich burgundy and blue colorway. Staying true to the prioritization of merging fashion and function, and drawing inspiration from the early days of her career, the initial product release includes reversible shorts and beanies, a removable mesh jersey sports bra, a balaclava, colorblock leggings, and an oversized hoodie. Standout pieces include the Hood Hall of Famer tee and the breakaway maxi to midi skirt. The tee also boasts the phrase, “Calling All Shots,” embracing the notion of feeling powerful when wearing the pieces. The transformative skirt lends itself to the versatility of styling within the collection. New versions of the classic Ralph Sampson sneaker and design-forward Prevail sneaker will also be released within this drop.
As the relationship between the global brand and Ambrose continues to grow, so has the Creative Director’s signature philosophy, “Life is a Sport”. Speaking to the essence of the campaign for the new collection, Ambrose wants to encourage women to, “only compete against the best versions of themselves; our gives are our gets. Let’s make this year count, let the clock begin Keeping Score.”
From the dominance of streetwear and sneaker culture, to the influx of hip hop within high fashion, June continues to be a template for all generations of women, reinforcing the importance of celebrating yourself.
Source: PUMA
