Salehe Bembury, the designer whose touch has transformed footwear for brands like Versace, New Balance, and Crocs, is now lending his creative genius to PUMA Hoops. The German sportswear giant announced a partnership with the 2020 FNAA Designer of the Year, signaling a bold move to redefine the intersection of performance and culture in basketball footwear.
Bembury, known for his unique design aesthetic and collaborations with brands like Versace, New Balance, and Crocs, will be designing PUMA’s next signature basketball shoe. His signature style, characterized by bold color palettes and innovative silhouettes, is expected to bring a fresh perspective to the brand’s basketball offerings. The partnership goes beyond just shoe design, with Bembury also playing a key role in recruiting top athletes to join the PUMA Hoops roster.
“My designs are a platform for storytelling and cultivating community; an opportunity to breathe new meaning into a product,” Bembury stated in a press release. “While my work has been known to cater to the outdoor space, a space I recently developed an intimate relationship with, my partnership with PUMA Hoops will allow me to tell a more deeply rooted personal story.”
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Bembury’s passion for basketball stems from his childhood in New York City, where the sport played a significant role in his life. This deep connection will undoubtedly infuse his designs with a unique perspective, drawing inspiration from his personal history and experiences.
PUMA Hoops is already home to a diverse roster of professional and collegiate athletes, including Breanna Stewart, LaMelo Ball, and Flau’Jae Johnson. The brand has made a conscious effort to diversify its athlete roster, reflecting the changing landscape of basketball and its growing cultural influence.
“Today’s game is as much about performance as it is about the culture,” said Max Staiger, global head of basketball for PUMA. “Salehe has had unrivaled success of bringing to life the intersection of sport, culture and fashion through product design and storytelling. That combination, mixed with PUMA Hoops’ disruptive approach, results in a partnership that will bring game changing newness and excitement to basketball athletes, basketball consumers, and basketball culture, both on and off the court.”
Salehe Bembury’s ability to work with multiple brands simultaneously is a testament to his talent and his commitment to delivering innovative and compelling designs. He is currently working on projects with New Balance and Crocs, demonstrating his versatility and ability to cater to diverse audiences.
