German athleisure superbrand presents maiden fashion show in the Philippines highlighting the streets of Manila, grit and grind included
AT A GLANCE
Manila can be a reflection of your state of mind… Manila can be chaotic and spiritual, dirty and divine, gritty and gorgeous all at once. If you don’t find beauty and poetry here, you will never find it anywhere.—Carlos Celdran
How does one make noise in Manila? Host an epic party, and then some.
German athleisure company Puma recently made waves in the Philippines with the exclusive preview of its latest autumn/winter collection. The invite-only affair took inspiration from the brand’s mantra, “Forever faster,” and paid tribute to the streets and humans of Manila.
The venue, White Space Manila, was transformed into everyday Manila, replete with crumbled sidewalks, noisy and crowded. The LED screen flashed a medley of old-world structures and high-rise towers. On the side was an icon of Philippine culture—the jeepney, parked right before the runway made to look like a twisting road littered with traffic signs.
Guests were treated to cocktails pre-show. By the end of the program, an after-party in the same space took place. It was the first time Puma held a fashion show in the Philippines, making it a monumental occasion for the global sports label.
Present at the event were local movers, breakers, and game-changers, who represent Pinoy bravery, confidence, determination, and joy, traits that resonate with the same core values as Puma.
Gracing the catwalk were motorsports and racing driver Marlon Stöckinger, Miss International 2016 Kylie Versoza, and actor Daniel Matsunaga, among others, all wearing the AW23 collection. Model Santino Rosales, son of renowned actor Jericho Rosales, also strutted his stuff on the catwalk.
The fashion show was a narration of the Filipino’s bravery and daily hustle as witnessed on the streets—a love letter to the inherent confidence of Pinoys and a celebration of pride and resiliency.
The AW23 collection presents a wide range of activewear fitted for sports and street style-savvy Filipinos.
“Sports is at the heart of Puma. We are eager to play our part and help nurture it in the country, with emphasis on youth development,” says Southeast Asia general manager Sanjay Roy. “For 75 years, Puma has pushed sports and culture forward by challenging conventions, innovating through design, and supporting the next generation. Through history, culture, performance, and design, we are committed to being ‘Forever faster.’”
To Puma Philippines country manager Paolo Misa, the Philippines, being a nation of loyal sports fans and fashion-savvy consumers, has so much potential. “[It] presents a lot of wonderful opportunities for the brand,” he says. “This was a major factor in our decision to come in stronger as a full-on subsidiary and increase our presence in every aspect of the business.”
Into the world of basketball
On the same day, the brand announced its foray into the Philippine basketball market by naming Kai Sotto as its first Filipino baller to serve as a global brand ambassador, a move set to strengthen Puma’s presence in the basketball scene as well as appeal to young consumers who identify with Kai’s talent, personality, and style.
The former University Athletic Association of the Philippines (UAAP) juniors champion and MVP left the Philippines in 2019 to pursue his dreams of joining the National Basketball Association (NBA). Kai has since made an impressive stint in the international basketball scene as a Filipino import for club teams in Australia and Japan. He signed with Adelaide 36ers of Australia’s National Basketball League (NBL) from 2021 to 2022. Today, the seven-footer Pinoy import is playing with the Hiroshima Dragonflies of Japan B.League. The Filipino basketball community hopes for his return to suit up for Gilas Pilipinas to help the country’s campaign at the International Basketball Federation (FIBA) World Cup this year.
“My style and story as an athlete have always been about getting faster and better in every game. I am proud to be part of a brand that represents both my story and the values that are inherent to Pinoys. I am excited and happy to be the new cat in the Puma family,” says Kai.
The global sports label established its flagship store at Glorietta, Makati in November 2022. Since then, 22 franchise stores nationwide have been up and running. The German activewear company, as part of its aggressive expansion plans, will open a few more stores this quarter, throughout Metro Manila, Laguna, and Cebu.
The AW2023 collection will be available in the Philippines starting in July this year.
