Puma’s dream of reaching beyond their traditional market realized a milestone on April 19, as the brand’s autumn/winter collection for 2023 made their way to Southeast Asia and marked their official touchdown in the Philippines.
Under the roof of Whitespace in Chino Roces, the catwalk resembling the streets of Manila set the tone for the event. Complete with mock asphalt roads, street signs, and transmission lines, it’s very clear what they were going for: a runway that reflects the streets of the capital. For that, they gave a show that imitates life.
The “normies” in the catwalk, individuals who played commuters, a biker, a skater and a couple, shine the light on where Puma wants to be: the shirt on a working man’s back, the stylish outerwear for those trips up north, and athleisure items that would look just right on the couch or at the gym.
Before getting on with the main attraction, the fashion showrunners even delighted the attendants with a very specific sight from Manila: protesters, complete with sign boards.
Now, the clothes. Autumn/winter show this may be, Puma came climate-correct for the assignment. They paid respect to the climate on these tropical shores, which tends to be the deciding factor of what apparel people choose.
It’s no secret that knowing your market is one of the secrets to success, and with this presentation, Puma showed its savvy for choosing the right items for the Filipino market. To top it all off, in their bid to win the hearts of the locals, one of the biggest basketball stars is signed to be an official Puma athlete: Kai Sotto.
Coupled with the opening of its flagship store at Glorietta 4, this is Puma marking its territory. And with a first strike that showed the brand is here to stay, things are looking up for the iconic sportswear company.
