Puma has just released its partnership for 2 years with Mini for co-branded apparel.
It’s another confirmation that cars are no longer cars, but are part of a more general lifestyle. In 2003, the two brands had already launched a collaboration, dedicated to automotive sports.
Its opponent made the exact same move. Adidas, decided to establish a more lifestyle partnership with Vespa.They’d done a cool movie in 2008 with soccer stars Beckham, Zidane etc.
If cars are no longer cars, are shoes no longer JUST shoes?
Philosophy and fashion 🙂